I don't see actually a point of it. For one, it will be difficult for a small company to "stay" a player. There is huge effort involved setting up the licensing.
If they would have built it maybe as a frontend to Rhapsody or similar service, that would made have more sense to me.
Then again, since your are renting the equipment there is not a huge risk for one involved. I just don't see much of a point in it.
BS9000, BS2300, BC2, BL2500, BL3, Bl2, BS1, BV8, BC4, A8