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The Digital Renting Business is Fundamentally Flawed

Let's get rid of the renting business model before people forget why it is that we don't need it.

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Written by on September 1, 2010

Later today, Apple is having yet another one of their mystery press events, where they are expected to talk about iTunes. One very strong rumor is that they will extend iTunes into the online renting business, allowing US customers to rent TV shows at 99 cents.

I don't know whether that is true, but I do know this: The digital renting business model is fundamentally flawed, and we need to get rid of it before everyone forgets why we do not need it.

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Thomas Baekdal

Thomas Baekdal

Founder of Baekdal, author, writer, strategic consultant, and new media advocate.

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