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If sony did what everyone would rather have them do, then how would the service be profitable? I think how they are doing it is ok. I don't see who would go for the 4hr option and i think that option is there just to push people to the next tier.

Honestly, if you want to play a game you haven't played before, and are ready to put a week into it, I see no reason why anyone wouldn't just pay $10 for 7 days or whatever. Every game can be finished in that time frame unless multiplayer, and if that is the case then just buy the game.