I don't get why everyone hates it so much.
It seems like a reasonable business concept.
You rent, you watch, you return.
Oh wait you don't even have to return it!
What's the problem?
A similar concept already exists. You go to this store where they give you a movie. But you can only play it for a set amount of time. I don't know how it would work on normal DVD players but I've walked past the store.
The only problem I see is if you normally rip the dvds you rent before you return them.
Sadly I think this luxury will soon fade. Even then I still don't understand what all the fuss is about when the proper and *legal* process is pay, use then return. That's what renting is.