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The consumer not understanding something is different than the consumer not being provided truthful information. A consumer might also misunderstand the degree to which the own the physical media they purchase, in that they cannot redistribute or exhibit it without an additional license agreement.
People should understand their rights better, but people might also not care about these rights enough to care much, which is fine, we have to pick our battles.
Except the agreement is intentionally misleading. To this moment, the phrasing on Google TV is to either "rent" or "purchase" titles. In most other types of exchange, the "seller" of a "purchase" transaction can't terminate the exchange on a whim, with no recourse.
Can we really blame consumers for being mislead by the intentionally misleading language of TRILLION dollar companies?
Companies with this much control over the market shouldn't be allowed to run roughshod over digital media agreements. People want ownership over the media they pay for, just like people want ownership over the homes they pay a mortgage on. That isn't an option that's being provided, but instead they're being fed a misleading alternative that shares the same language.