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RETURN BY...
Rental stores also had their various RETURN BY stickers.
These were important.
Very important.
Because video stores had discovered a revolutionary business model:
You could keep the movie... but they were going to charge you for it.
Those little date stickers were reminders that your weekend rental wasn't actually permanent ownership.
And if you forgot?
Well, congratulations!
You had just paid enough in late fees to purchase the movie several times over.
