I'm pretty sure "they" in this case are the studios, not Apple, but yeah, this sucks. They want us to spend a lot of money on a movie we're going to watch once,

I'm pretty sure "they" in this case are the studios, not Apple, but yeah, this sucks. They want us to spend a lot of money on a movie we're going to watch once, or we have to wait weeks or even months to rent it for much cheaper.