I was willing to be persuaded to say "I'm sure they have a good reason"...up until I read the part about the price going up after the first day.

and what of people like me, who can't always see films in the theater - we want to borrow a movie before we buy it, to see if we want to spend money on it. (worst case, I suppose, is to use a 20-50% off coupon at B&N, see it once, then donate it to the library)