Apple believes it can deliver the same, or higher, revenues to TV networks and studios by offering 48 hour TV show rentals for US$0.99 as they currently get through TV show sales on iTunes.
I think that's a great idea. I haven't seen a TV rental service before, but a buck would be a decent price. Shouldn't be more.
I can rent films over my cable service, but the prices are crazy, so I never do it. I suspect most feel that way.