It is greed. Plain and simple, did I buy the song? Yep, do I have it on my hard drive? Yep, what right do they have to say I cant stream it to all my personal devices?
They don't have a right. They've put it to MS and Apple that they don't want this to happen, and MS and Apple have said, "Okay then".
It's still not "greedy". You, I, and all of these companies are well aware that if we choose to, millions of us can figure out how to get anything we want for free, from a wide range of avenues. All of us know that customers continue to buy music because lots of people are nice, and choose to do that anyway in order to support the artists.
However, things aren't going well these days, and attempts to preserve profit aren't greed. The boss of Warner Music takes home the same paycheck for the job - he doesn't get an extra floor built on his mansion this year if he prevents cloud storage services from allowing distribution of Ed Sheeran. A small indie label's staff don't get a pay rise for protecting their artists' revenues. However, failure to prevent losses could cripple the company. Very few labels in the world have the ability to resize without sweating, and many would be and have been killed outright by destabilising market effects.
Labels must also consider the needs of the remaining retailers and distributors. Modernisation is important, but so are the traditional networks. Big changes in technology are a problem, and the ideal thing for the industry is adaptation that happens slowly and can be eased into. Of course it looks like they're fighting a losing battle - in all probability, that's exactly what this is. But music fans ought to worry about what happens to the culture unless we emerge out of the other side with a solid business plan in place. If there is nothing, if we are just dropped into an open system, then perhaps all we will have left is a live music industry (reducing the likelihood of investment in lengthy creative studio recordings, leaving too many musicians struggling for a share of a much smaller market, cutting off huge chunks of culture which aren't suited to live performance, and so on).