Imagine buying a second-hand DVD from a shop. You take home your purchase, put it in your DVD player and then settle down with a significant other or group of friends to indulge in an evening of cinematic entertainment.
You and your present company sit through the usual copyright warnings, trailers and menus when BAM! The DVD stops playing, and tells you that if you want to watch this movie with your friends, you will need to pay £10 before you can continue. There would be an absolute uproar, and rightly so.