There is a difference between a service and a good.

It doesnt make sense to "own" a massage just the same way it doesnt make sense to "own" spectating a game in person. The video recording of people playing a sport is a good that you can own however. This is why an online/multiplayer game is harder to separate because it straddles the line of both a service and a good, but other cases are much more clear cut. (also, a quick google does reveal multipke open source diablo projects fyi)