it is a steep fee, but i think that's because instead of being like blockbuster, which carries fewer titles and many copies of each title, hollywood express carries a large number of titles and only one copy of each. so when a movie is returned late to blockbuster, it's generally not a big deal for them, because they have multiple copies of it for rent, whereas if a movie doesn't come back to hollywood express on time, that means no one else can check out that movie until it's returned, so i can understand their policy.