Though I don't typically see lines, unless I go at heavy traffic times (for many people it is an impulse decision). Though Utah usage may vary with all the cheap people.

The point is, it is $1.20 (I think it varies a bit by area) for a movie or $1.50 for Blu-Ray, compared to $3.99 or more to rent online. The "late fee" is merely another day of rental, they don't charge a penalty. So you can keep it for 2 or 3 days and still not pay anymore than you would have if you "rented" it from Amazon, Apple, or one of the other services.