I am quite surprised this happened. The only thing that this serves to do is to irritate and inconvienience customers. The ridiculous part is how unthoughtful and ill-conceived the 24 hour time-frame is. It isn't even in line with renting a DVD. I understand that the MPAA thinks they can receive additional revenue from account-holders who will pay for the same PPV twice while it is offered, as opposed to DVRing it and watching it multiple times, but does the MPAA really think that people/families are going to buy the same PPV in a 2 or 3 day period? Why not extend the DVR grace period to 2 or 3 days? I'm sure the percentage of customers who occasionally take a few days to 'get to a movie' is much higher than the percentage of customers who would pay for the same PPV in 48 hours multiple times. So what it comes down to is the industry making a horrible business decision that is going to limit and alienate nearly 100% of their customer base so that they can enjoy a miniscule increase in revenue from the 1% of customers who would pay for a PPV twice in the same 2-day period. Absolutely ludicrous. If customers were pushed to downloading torrents before, I envision a transcendental shift on the near horizon.
-MBA, CMA