Some of us don't live that close to a place to rent movies so if we want to watcht he movie we are stuck paying the price. On the other hand as new TV's and blue-ray players are now coming with Internet connections available on them and the ability to watch movies from netflix, blockbuster, etc. there is some competition so maybe the price will come down.
Unless it's gone up in the past 9 months, Comcast was charging $4.99 per HD movie. But since most of the movies are cropped, I don't even bother with the premium VOD.
I just check out movies at the library for FREE. My library is very close has a very good DVD section. I go to library weekly anyway to get books for the kiddies.