Apple planning 24 hour iTunes rentals at variable prices?

Reports keep on pouring in with promises of juicy info on Apple's upcoming video rental service for iTunes. The latest news comes from Variety, and claims that the rentals will last a mere 24 hours before becoming unplayable, but it's unclear if that includes multiple plays within the 24 hour window. Prices will start at $2 but range all the way up to $5. Variety also syncs with previous reports stating that Disney and Fox are the only studios confirmed so far for rentals, with Lionsgate, MGM and Paramount as candidates and Sony, Universal and Warner Bros. as perennial holdouts.