How stupid do the video stores think we are?

I rent my movies from Rogers Video, and usually I'll pick up new releases--the ones that are worthwhile--and shell out $5 to watch a new movie, if I haven't already "previewed" a Divx copy available on the Internet. Recently, Rogers had done away with late charges, saying that they didn't believe in charging people for keeping a movie an extra day.

Well, that policy didn't last long. But, instead of charging you a late fee if you "forget" to return your movie on time, they have an "extended viewing" charge that they apply to your account. Now, of course this isn't a late fee, because "late" implies that the customer was tardy or did something bad. Fuck off! An extended viewing fee is the same fucking thing! How stupid do you think we are?

They pull this off and say that you are saving money by renting by the day. Is this some ingenious new method of video renting that some wizard at Rogers headquarters came up with to provide an additional service to the client? No. These fuckers are just trying to spin their marketing webs to convince the customer that it's all for them. Fuck you, fuckers. Just rent me my movie you assholes, and quit trying to upsell me on Twizzlers, M&M's, and stale potato chips.