There's already laws in place preventing you from copying movies whether your rent them or not. The service you outlined is not targeted at getting people to purchase digital version of something they rent. It's targeted at getting people to pay for digital copies of something they've already purchased WHICH they could already make copies of if they were allowed to. I'm not following your train of thought on this?
That's just one proposal ! Disney has a competing ecosystem on standby. Apple has its own too. And other UltraViolet members will have to improve their current system since it didn't gain any traction.
The studios simply want/needs a better controlled mechanism without losing usability = How can we continue to charge people for something they've already purchased.
... which is why in the second article I linked to, the analyst mentioned that the DD copy has to be free. ^_^
The studios have been saying the same thing since the inception of VHS and it's a complete strawman argument. What the studios are facing right now is a 'service' issue. If I can go out and rent a redbox for $1, or get an On Demand version of the same movie for $5.99, which is the consumer going to chose. The studios could solve your so called 'rental' issue by properly pricing their services and delivery methods.
VHS didn't have Internet distribution and easy ripping tools. Copies may look like crap too, unlike pristine digital version.
The studios can't control RedBox's pricing, so that issue is out of their hands. ^_^
All these activities are indeed a reflection of the studios experimenting with delivery methods, since they can't control pricing !
If I wouldn't know any better, I'd think your a shill.
This is a forum. You're welcomed to dream up any posts, as long as the moderators are ok with it.