The whole thing breaks down between "selling" and "licensing" a piece of software. A vendor, has every right as the creator to restrict how their works can be sold or in the case of licensing used.
This is not what any consumer wants, but we have no right to someone else's creation, and to use it how we like. If Apple, Microsoft, Blizzard or whoever want to restrict use through licensing to an "unfair" degree, the market will dictate whether consumers are willing to pay for it still or not.
In a market economy all you can do is make your own personal choices as a consumer, ultimately the goods you have available to you and the conditions on which they're available to you depend largely on the other consumers around you, unfortunate as that may be, but that is how it should be, the legal system should not dictate how a company can sell or license a good it created.
