Why would console manufacturers agree to partner with a rental outlet for such a thing? If the digital rentals come from the console's network then there's no r

Why would console manufacturers agree to partner with a rental outlet for such a thing? If the digital rentals come from the console's network then there's no reason to share anything with a third party. On the same thought, if a publisher somehow gets around the console manufacturer's wall and offer rentals themselves, somehow, then why would they share with a third party?