So what if some company did something similar to Zediva, but with a model where customers "buy" the DVDs and then sell them back to the company when they are done streaming it? Basically use first sale to set up a streaming service where you don't need to deal with licensing issues. I pay $20/month for access to the servers and infrastructure. I get $10 of that to use as purchasing credit. Movies cost anywhere from $…
Plus, you get automatic coverage of damaged disks: the company will buy back undamaged disks for what you paid minus the rental fee, or for full price in the case of an all-you-can-watch service.