It's the beginning and the only way to stop this happening is stop buying or playing the games. This is what gamers should be raging against, not whether you can rent a game or not.
They are all doing it, PVZ2 came out and was a good balance. The game was free but you could buy extra plants and power ups to help. You didnt need too but could if you wanted. This clearly didn't make them enough money so they launched an update promising a better layout etc. Not telling you they have made the game 10x harder so the practically force you to buy power ups. Game ruined. You are swamped with zombies to the point the levels are impossible without hitting premium stuff.
Over time this gen, more and more of that stuff will come out. They aren't happy with £40 per game, they need to find ways to bleeding more money without putting games up to what they should be based on inflation.