Lowering the Price on Irresponsibility

I don't know what exactly motivated people to get people off their butts to go to Blockbuster in the first place, that wouldn't similarly motivate them to get off their butts to return the movie on time.

But the market's the market. If Blockbuster has to revise its late fees policies to keep up, so be it. I just don't get why people who found it so easy to go to Blockbuster in the first place, find it so difficult to return the same movies they rented within the same period. And why they would now spend time weighing the costs and benefits of not returning things on time, as opposed to using that time to actually return the darn movie on time.