$50 is pretty step, but for some movies I might pay that much if I was basically purchasing early.
But as a rental I also think that's too high, especially for only a 48-hour window. That said I might pay that much for home access to Star Wars movies after they were in the theater, which would save on repeat theater viewings (so far Star Wars movies are the only movies I ever see in the theaters multiple times).
One aspect of the cost people are not factoring is in the mental savings of not having hundreds of other annoying people surrounding you as you watch a movie. That is worth quite a lot by itself.