Quote Originally Posted by JackDaniels View Post
en·ti·tle
   [en-tahyt-l] Show IPA
verb (used with object), en·ti·tled, en·ti·tling.
1.
to give (a person or thing) a title, right, or claim to something; furnish with grounds for laying claim: His executive position entitled him to certain courtesies rarely accorded others.

I know right, it's not like we are paying for a brand name standard or anything.. oh wait.
You're paying to use their property, as pointed out in the Software License Agreement. Square-Enix can do whatever they want with their game, whether you like it or not. If that's a problem, you could always stop paying.