You always have. Physical copies are sold as a license to use the product but not copy it (in some jurisdictions this is limited to “copy with intent to distribute”). This is also true of movies, music, and other media. This has been true since physical media has been available.

Under our current laws, “owning” a piece of media means control of the copyright; seems pedantic when the common terminology for having a piece of physical media is “owning”; but the point is that they would never sell you ownership; they would have to sell you a non-revocable license.