The move follows that of 20th Century Fox, however with some significant differences. Disney will offer the rental versions at a lower price point, whereas Fox offers both versions at the same price. Fox also controls what rental or retail outlets can buy, however Disney gives all companies the option to buy what they please.
The rental units will not be shrink wrapped and will have no promotional inserts inside either. For example, the Jonas Brothers premium DVD, with digital copy and bonus features, has a MSRP of $39.99 USD while the single disc rental version will have the movie only, and has an MSRP of $29.99 USD.
Retailers seemed to generally respect the decision. “That is all we care about,” added one executive. “Not only do you have the difference in price, but retailers can buy either version.”
Fox has been having issues with their decision recently, and is even considering dissolving their DVD class separation.
If this is a sort of Anti-Piracy method, it's completely pointless. Most pirates only download the video, not the crap that comes with it.