Renting is not borrowing, as you don't pay when you borrow. Steam's agreement is nothing but a rent, a lease. Let's call it a lease if you insist.
Some people got too deep and comfortable with Steam until Valve on their own or on behalf of a developer or a publisher will take something away from you, like they did a couple of times in the past already. With GOG for example it's different. Try to take away the installer and game from my hard drive, I dare you to literally steal it from me as it's my installer, my file now. On my drive. It will work, always, it's not just an entry in my virtual library and it will work without Steam client which is a DRM to have a control over what you can even run. You don't own anything there, so that's not a buy. Just like physical copies, I own them physically. Come to my house and try to take them away from me. This is something you own. You bought it, it's yours. License? it's not only a license in this case, just like in case of GOG games. There's a huge difference between them. Revoke my license on GOG and of my physical copies, revoke my license on Steam. Let's go even further, ban my account on Steam and GOG. See who bought and who rented or leased something. Try to come to my house and steal my physical copies, go back, licenses as some people believe they are.