Movie rentals business model

[David Cake]

>	4. iTunes movie rentals-30 days to start, 24 hours to finish. 
>Start anywhere, finish anywhere.

	The 24 hours bit sucks. I assume its a nervous studio idea. I 
guess we get to see the cycle we say with iTunes music go round one 
more time,  of big media wanting more DRM until they realise that 
people not only hate it, they hate it so much that give their money 
to the other guy or pirate, and then they all gradually cave in and 
go for DRM free solutions when faced with actually losing customers.
	I am sure their reasoning is 'movies will be different to 
music because people are used to renting movies, and if they make it 
work just like video rental where people pay $5 overnight, consumers 
will be cool with that'. They will actually hate it when they ever 
actually come face to face with it. People are forgiving about daily 
rental charges because they can see the shop actually losing money, 
but they still hate it. They will hate it even more when it seems 
arbitrarily imposed. A slightly longer limit would have made people 
angry a lot less.
	Cheers
		David