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Hephaestos said:
I don't get game rentals... how did they ever get that authorized by the gaming industry is beyond me... Movies yeah cause it's like going to the theater, but games....

I guess because they still sell some copies to the rental companies. In the case of Gamefly, you can easily buy the game you've rented, so this probably helps with sales a little, too. I'm sure they don't like rentals, but it's better for them than to have people simply lending games to one another.