In this case, the phrase's become more popular because people buy digital goods and, due to business shenanigans, they lose access to it, like buying a digital copy of a movie, "owning it", then no longer being able to access it because Sony couldn't be arsed to get the rights sorted out.
There's also the numerous situations where you can't legally own media, simply because it's not up for sale, like the vast majority of content on streaming sites. There's no way to own and consume some media except through the provider. It's still illegal, it's still an unauthorized copy, but in this case, it's the only way to "own" something.