Blockbuster Adds Late Fees on Store Disc Rentals

I suppose it was fun while it lasted, right?  Remember the media coverage for their "No more late fees" commercial?  Sadly, Blockbuster is changing their policies on multiple fronts.  Do people still go to Blockbuster to rent things?

Blockbuster has reduced its rental period on $4.99 new releases from
seven days to five days, and will charge a $1 late fee for up to 10 days
after you haven’t returned the video, thus capping the charge at $10.