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If BB wanted to really make it a good deal, they'd charge a bit more for the card and let it be good for, say 3 or 6 months. As it is, it's a come-on designed to part people from their money, unless they happen to be confirmed couch potatoes.
Near my home, I have a choice among BB, Hollywood, and my local DVD store. The local folks charge a fair fee for rentals, have a great stock, take excellent care of their discs, and know me well. They're the ones who get my business.
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