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Especially when you compare 1 MONTH of rent vs 100% of the price of a house, paid in 1 lump sum.
Both business models are available. It's great as it gives options to the consumer. But it's a pretty weak angle as the main strategy to convert people from iTunes/iPod.
iTunes/iPod is more successful because software and hardware are perfectly integrated and easy to use. On top of that, design matters.