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I didn't know the rental store pirated their games. In fact, don't they have to pay a lot of money to be able to rent out titles?

Frankly, I don't believe it's as black and white as you're trying to claim it is. On the flip side, what about the prices of games themselves? I totally love how a new copy Call of Duty 4, a three year old game, still costs $30. Sure, this is Activision setting that price, but I'd rather be seeing lower prices for games. I already can't buy every game I want at full price, what happens if other popular games were priced like the Call of Duty series? I don't see the industry working like that.