The Real Deal With Blockbuster's "No More Late Fees" Pledge

Over the past few days I've been in several circles where the conversation turned to Blockbuster's New "No Late Fees" policy. We all threw in our theory on what the real catch must be. One conversation even drifted toward the whole, "that's just a reflection of our societies lack of belief in consequences for any action." That's all well and good in philosophy class. Blockbuster isn't a philosophy it's a for profit business. So here the real scoop:

In-store Movie and Game Rental Terms
Movie and game rentals are due back at the date and time stated on the transaction receipt. There is no additional rental charge if a member keeps a rental item beyond the pre-paid rental period. However, if a member chooses to keep a rental item more than a week after the end of the rental period, BLOCKBUSTER® will automatically convert the rental to a sale on the eighth day after the end of the rental period. BLOCKBUSTER will charge the membership account the selling price for the item in effect at the time of the rental, which is either (1) the retail price charged by that BLOCKBUSTER store for the product if sold as new, if the product is not available for sale as previously rented product at that BLOCKBUSTER store at the time of rental, or (2) the selling price charged by that BLOCKBUSTER store for the product if sold as previously rented product, if the product is available for sale as previously rented product at that BLOCKBUSTER store at the time of rental. The selling price will be discounted by the amount of the initial rental fee paid by the member at the time of rental. If the member returns the item within 30 days of the sale date, BLOCKBUSTER will credit back to the membership account the amount previously charged to the member's account or the member's credit card, as applicable, for the selling price of the item, but the member will be charged a restocking fee. All rental items must be returned to the proper BLOCKBUSTER store. These rental terms are subject to change without notice at any time. Rental terms and policies may vary in franchised locations. Additional membership rules apply for rentals. See store for full details.