If they’re out of touch with reality, there will be a price adjustment or they’ll fail. Something tells me they’ve done the research to determine what the average person will pay.

Looking at some newer films rentals are $4-$6 and “buying” $8-$15. Probably more for really new releases.

$4 for a rental isn’t bad compared to renting a VHS or DVD at Blockbuster a few years ago.

Compared to taking a few adults and kids to a movie theater, it’s a steal.