This article starts with the dumbest of headlines "milenilas don't buy things" and, as almost every article on Milenials takes a little data and makes some tedious "they're totally different" conclusions. Thankfully here we get to dig further into maybe the deepest of concepts I've seen in a while: the notion around a death of ownership.
I've struggled with ownership as I try to buy MP3s or movies: I'm constantly frustrated I don't have the room, a way to track it, a way to catalog it, etc. Worse, my tastes change over time and I have a ton of stuff I no longer care about. For example, neither NIN nor the Deftones resonate with me and my efforts to get and catalog all that (formerly) great material is for naught. I have a TON of digital media and it's getting harder to put ANYWHERE. You of course can't sell it, just delete it if you don't care anymore and then only if you've run out of space on your drive.
Companies and consumers are increasingly renting out access to a catalog (Netflix, Spotify) that's much more intelligent and easier to manage. Plus, everyone gets paid where, with my system, sometimes the content makers don't have an easy way to get money for their work.
[Note: an earlier version of this article was obviously rushed and haphazard. It has since been cleaned up.]