Why is the renal period for a movie 24 hours ??

This is so lame. If I want to watch/rent a movie during the week I can only watch an hour in the evening. I would watch the second part the following night. But with this expiration being 24 hours I am screwed. This makes me want to buy stock in Netflix . Come on Apple have some common sense. People watching a Movie during the week probably cannot watch the rental in one evening. You'd get more renters if you change that 24 hour policy .