We're never going to get anywhere until people understand that cost+ pricing is not a thing.
Personally, the biggest constraint on my ability to watch the large amount of films that are on my "to view" list is not the cost of the individual rentals but the availability of time in which I can actually devote to sitting down to watch a 90-, 120-, 150-, or 180-minute long film.
The ability to split up my viewings over multiple sessions helps but with the way that most online streaming rental services work for current films, 24 or 48 hour windows, I've had a number of films I've rented age-out before I've had a chance to finish them.
(Not to mention the 24 hour window is problematic if you have a sleepy wife. It is not uncommon to start the movie, stop it halfway, they try to resume the next night at the same time and lose access.)
In a monopoly market, value- pricing is a thing.
Neither one is more inherent than the other, but the latter favors humanity in general over a narrow few.