In this and every other context, renting exists. And in this and every other context, the fact that someone rents you something doesn’t mean you are allowed to access it for free. Renting a movie or a videogame isn’t purchasing, doesn’t mean you are allowed to access it for free. Renting a car isn’t purchasing, doesn’t mean you’re allowed to take it for free.
Copyright issues aside, the slogan I reacted to is just plain wrong.