When I last went there, when they first started it, it was not in fine print, it was in regular print. It just didn't have happy shiny fun font and required that you read more than 4 sentences to get to it. I read it, didn't miss it, and didn't get any of those fees.
It's the lazy, stupid, nonreading the terms people who got 'screwed'. Sure, the ad campaign was misleading, but stop acting like the terms were in Mandarin. They were there for anyone who wanted to read them.
The ad campaign WAS misleading. The sales associates SPECIFICALLY STATE TO YOU that when you rent the movie and you don't return in within 7 days, you own it. They say NOTHING about the fact that you can still bring it back. They also don't point you to any literature that spells out the plan in black and white.. I don't know about your store, but mine merely had posters in the window, but no informational stand or kiosk.
Of course you can go hunt down the information yourself, but when you ask an associate to explain it to you and they "accidentally leave out" the part about being able to return it after 7 days, it's scummy.
I'm not the only person with this experience. This happens in almost every store that I've been in, and I've specifically asked other people who had NO IDEA about the $1.25 restocking fee and ability to return after 7 days. Nobody did, and no, they're all not morons, or lazy, or stupid.
Blockbuster, in general, has scummy practices regarding late fees. They even got sued over it, and lost. Don't act like they're angels. I'm sure this was done SPECIFICALLY to mislead people into purchasing movies they didn't intend to purchase. If not, they wouldn't have done this $1.25 late f.. oh .. ahem.. I mean.. "Restocking fee" thing..
(We can't call it a late fee because we just said "NO MORE LATE FEES", so that'd be false advertising! It's not a late fee, it's a Restocking fee, and it's necessary because we charge that when you normally rent a movie .. oh wait.. we don't... oh well, maybe they won't notice.)