How many times have you rented a DVD movie, only to end up fighting with a skipping DVD player throughout because the rented DVD is covered in scratches?
The purchase/rental price of a movie is for the CONTENT, and not the disc itself (the disc costs cents). To avoid this problem, why don’t the rental places have a DVD burner ON SITE and stock their shelves with freshly minted DVDs. (For licensing reasons customers would still be required to return the disc after a few days.) This would be great because the discs will never be scratched, and the store will never run out of stock!
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The shop gets your money whether you had a pleasant viewing experience or not. Why would they invest millions of dollars in an infrastructure like this just to appease the one-in-a-thousand complainer like you? At 9.4 gigabytes per DVD, you would need 9 and a half terabytes of storage space for just a thousand DVDs. That's not cheap, buddy.
The system that's already in place satisfies most customers and is therefore not likely to change anytime soon. Your idea has also been proposed for books and music CD's, and makes sense in both of those contexts much moreso than it does in this context.