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And it will probably take a lawsuit or legislative action to force Amazon to speak truthfully about the transactions, if only because it changes the perceived value in a customer's mind: $15 to rent a file that contains a book that can be taken away from you at any time, without explanation or recourse, starts to sound a little expensive.
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How true, if it is just renting, ebooks should be a fraction of the paper book price.
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Those long End User License Agreements you have to read before you use a new piece of software? Those are are legally binding, because you've clicked a button labeled "Agree." But for some reason, online retailers can label their buttons "Buy" when they actually mean "Rent," and there's nothing we can do about it save filing a lawsuit.
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There should be some campaign to make digital content sellers (books, music, etc) to change the "Buy" label to "Rent".
This is one good reason why books should be stripped of DRM (so Amazon can lock the Kindle all they want) and backup in a third party cloud service or offline.