Circuit City lost millions on a somewhat similar concept to Flexplay a few years ago, though admittedly, CC required special DVD machines for their disposable disks. Why did it fail? A huge uproar over DVDs that would not play, requirement for special players, and a valid concern over millions of these things ending up in landfills and by the side of the road. Consumers spoke then, perhaps history will repeat itself. I'd rather rent or buy.