The test of whether you own something is, can you sell it? If not — like movies and music you "bought" from Apple/Amazon etc. — you DON'T own them but rather rent.
I can live with a couple of songs no longer being downloadable and not resellable. I have my music "purchases" locally and can move them to a new device, back them up, etc.
But with a 4k EUR bike getting bricked, I'd be very unhappy.
