Dear Mr. McDonald,
I got a sticky on my large Diet Coke that said I could get a free 24 hour rental of a DVD from your store.
While looking at the fine print (I’m that kind of guy) I noticed that for every 24 hours I kept the DVD you would charge me one dollar. Once I hit $25, I can keep the DVD.
I don’t know a single person that would pay $25 for a DVD from your choices.
But I know a whole glob of people that would keep a DVD if you only ran up the fees to $9.