Game developers kind of don't want you to hire games out at rental stores, since that's a detriment to their profit. So good job not giving proper support to the developers and games you like, I guess. No medium evolves and improves if we just accept mistakes and the status quo just because "well, that's just how it is"; everything is open to be challenged and questioned, and if there's something in the medium that needs fixing, then it's our job as consumers and gamers to point it out.
Nintendo are supposed to be the forefront of innovation in many people's eyes, but all they did was rehash Super Mario Galaxy solely to get more money in their pockets; some argue this is just how big corporations work - which makes me wonder why everyone here is thus so critical of Call of Duty or Halo for essentially being the same situation - but it really shouldn't be how it works. The goal of video games - and any entertainment and art medium - should be to evolve, innovate, and stand out, whilst still being entertaining and appealing in a way that still turns out a profit, not wallow in the past and take comfort in the boring, overdone norm.
Basically, why settle for blandness and mediocrity when you could have something so much more? I have never been able to understand this ideal, since I don't want to be stuck playing the same game all the time, especially not when it costs $100 bob; I'd much rather be engaged in brand new and unique worlds and experiences, and it kind of annoys me that games that turn away from this for safe and easy money always sell so well.