Blockbuster to use Divx-scheme for PC Games?

Fizgig writes "At Wired is a story about how Blockbuster is going to start renting computer games with a Divx scheme, charging $6 for the CD and 72 hours to play it, more for additional hours. I don't know that I like the business-guy's use of the phrase "one-to-one marketing" Well, at least it all seems interesting. "