The only way "game streaming" will ever work in my opinion is where files are sent to the machine on a predicted as needed basis. Your local machine will still run the game per usual but the 50GB's of assets will not all be downloaded at one time. Blizzard games are doing this now and it really seems to work well.
Now as for the customer getting the short end of the stick, it's not all bad. If your going to be playing an online game your at the mercy of the publisher anyway. At least with Blizzard's version of streaming you don't have to wait nearly as long to play once you buy it or the patch comes out. So that part is a plus.
I am not sure this is just a DRM scheme, I think it's more of a money grab on the publishers part because anytime you can cut out the middle man you stand to make more money. In this case the middle man would be your local game stores.
So part DRM part money grab part customer service, it's a lot of trade offs and you have to decide what ones your willing to make.
For me Blizzard and Valve have done it right and I buy games from them. Once they decide to turn all evil empire on me I will complain a LOT and everyone will know about it. Until then they are OK in my book for now. On a side note, out of all the game consoles I own I refuse to do any sort of digital purchases anymore. They are so locked in it's just giving customers a middle finger.