Is this not common?
For as long as I can remember, here in the UK, there have been “Rental Copies” of films. This occurred across the board, from Blockbuster to LoveFilm (the UK equivalent of Netflix, now part of Amazon). More often than not, both the case and the disc will say RENTAL COPY or FOR RENTAL ONLY. If you see that, you know there will likely be very few, if any, bonus features.
I don’t see it as a problem. If a distributor wants to produce a rental copy, so those renting the film can see the film only, that’s up to them. They’re not obliged to give you extra value for you money. If you don’t want to buy the disc (as you don’t value the content as having the same value as the retailer) that’s up to you. I don’t think anybody’s in the wrong here.
On a side note, a lot DVD’s don’t come with any bonus features anyway. I know the UK copy of “The Lords of Salem” has none, while the US release has several, which disappointed me. I guess that’s due to the UK distributor not buying the rights for the additional content. In fact, thinking about it, could that not be the same as rental? Is the rental distributor always the same as the retail distributor? Or does a distributor have to buy to sets of rights; retail and rental? I don’t know. But it would make sense that a rental distributor wouldn’t want to pay extra for additional content, when their revenue would be pretty tight as it is.
On another side not, Blockbuster used to sell off their unwanted rental copies of films, labelled as EX-RENTAL. I would never buy them, due to the lack of content, as well as my (snobbish) dislike of the RENTAL COPY or FOR RENTAL ONLY branding that was always on the front of the case.