Hey, Apple, let us apply a movie's rental movie fee to its purchase price

I sometimes rent a movie on iTunes, then, as a movie buff, decide it was so good I want to purchase it. However, then I’m made that I paid the rental fee.

So I have a suggestion for Apple: if I rent a movie and really like it, let me apply the rental price to a purchase of the movie. Yes, I know that no other digital movie store does this, but then Apple is a leader, not a follower.

I rarely buy movies but this is a great idea.