I never get why people want to rent movies electronically.
If you were 'renting' the TV season, you'd still have to download it (in the same quality as the 'buy' version) and play it. So the only real difference, in the electronic-delivery world, between 'buying' and 'renting' is in the latter you need a complicated DRM scheme. (Even more complicated than a normal DRM scheme.)
So, it actually costs the company more to rent it to you. Selling it to you, even if you only play it once and then delete it, costs both the company and you less. Or at least it should.