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In the US, the rental model for physical games was popular for a good while, but I think it was eventually replaced by the buy/sell/trade model of places like Gamestop. Buy/sell/trade is what customers prefer, however there are a lot of people in the game in the game industry that hate this model and are trying their best to sabotage it. This is why we hear the common refrain of the "inevitable, all-digital future". It is actually more about what the industry wants rather than true inevitability.