Why do I have to buy Transformers II ?

... and other movies
I've never liked that online video rentals are 24 hours when the old brick-n-mortar gave me a week or two. I would rent more if I was given even a few days — like through the weekend, 'ya know?
The price of renting online bugs too. Why should it be more than it was at a brick-n-mortar?
But OK. I adapted. Grouchy but adapted.
Now here's all the videos I want to rent that can only be purchased. ... Why can't I filter on that? Why do I have to wait until I (using that lovely keyboard that comes with AppleTV, ugh) left, left, down. left, ok, up, up, right, right, right. ... etc. ... then finally get to the video description to find it's not even for rent!? Why? I thought things were supposed to be simple.
And finally. Why do I have to purchase the videos anyway? What happened to renting?
(I'm now watching an old free movie on another streaming service instead of making a purchase or rent from Apple. Happens more and more frequently. Sorry folks.)

Thanks vazandrew,
Beyond their control? It's an agreement. It's a choice. Least they could do is let us filter searches so we don't get led into impulse-buy situations. But maybe our impulses are more to their advantange than our satisfaction. (cough cough) Nearly every movie my kids want to watch ends up in this same bucket. Transformers II actually is much less $$ than most. But I don't want to own it.
Thanks for the pointer to the remote app though! :-)
I've always liked the AppleTV screensaver showing all my photos. There was a time I'd pay $100 for a photo-frame, so it's still a good thing. ... Just never expected a screensaver to be a killer app.
More seriously, I really think Apple, and the studios, would make more money from me if they let me rent digitally at a reasonable rate and for a few days at a stretch. Apple movies were getting more $$ from me before the purchase-only ones started showing up. I don't plan to adapt to purchasing like I did to 24 hour rentals.
Of course. I'm not just complaining about Apple here. In fact, I've been a fan of Apple for decades.

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Why do I have to buy Transformers II ?

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