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Comparing it to a movie rental is not a true comparison for other reasons as well. As Kali mentioned, it is only a rental so you have to give it back. The people renting it to you purchased it, and paid quite a bit more than they are charging you for the rental.
To compare apples to apples, you can "rent" eBooks from your local library for free! Granted the selection is not as great as the local video store but it will improve over time as more people get into readers.
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