I thought about amending my earlier comment to mention apples iPhone subscription service. It's still a rent to own thing, but the trend here is clear: people d

I thought about amending my earlier comment to mention apples iPhone subscription service. It's still a rent to own thing, but the trend here is clear: people don't really care about owning, they care about being able to afford the benefit of using the device at the most affordable upfront cost. Anecdotally, I don't know a single person who has bought a DVD in years. And when people do buy media, they don't buy a disk but a digital license to the media on a store. Another example? Gabe Newell famously said piracy is a convenience issue. People will pay for convenience. It's also why furniture rental companies (like Feather) are proliferating versus closing up shop. Flexibility is king, and ownership is the opposite of flexibility, it is liability.