So do you have any objection to DRM on rentals, then?
DRM is a way of forcing ALL sales to be rentals.
except, no discount for being just a rental. you pay full price but still don't get to actually own what you bought.
Well, that's utterly dodging the question. iTunes has two prices for most of its movies - £1-5 for a "rental" you must watch in a 30 period, or £8-15 to "buy" and you can keep until Apple go out of business. I kinda agree that the "buy" option is a long-term rental in disguise, and I wasn't arguing against you wanting to remove DRM from it. But the explicit "rental" option does have a considerable price discount, and makes it clear what you are getting (and what you are not getting) for your money. Are you saying that iTunes "rental" option should send a non-DRM movie file, and just ask you nicely not to keep it?
What about something like Netflix? You pay one month at a time, for one month's access to their library. It's explicitly a rental arrangement, and if they go out of business you don't lose anything you'd paid for in the past. Do you think their movies should be without DRM too? How do you stop someone from buying a subscription, downloading enough movies to occupy themselves for a year, and then cancelling the subscription after one month? Or is that not something that should be stopped, and Netflix would have to "just alter their business model" to cope with people doing it?