Blockbuster has said that it's seen a lot of support from game publishers over its increased game rental plans, because they help erode the impact of used games. Apparently, companies receive quite the kickback from rentals, whereas they get "nothing" from trade-ins.
"We have ramped up the rental side of our business and we have got an awful lot of support from publishers," claimed commercial director Gerry Butler. “Publishers like renting as it takes away from trade-ins. The problem with trade-ins is the publisher doesn’t get any money. The advantage of renting is that they get quite a lot of money."
Blockbuster is proud of its "cost-effective" way for players to enjoy all the hottest releases, although Butler has not said how it's handling the whole online pass thing. While publishers apparently love rentals, their little scheme to punished used gamers certainly must affect those who rent as well.
I guess, like most things, they don't really care so long as they're getting their cheddar.