To me, those giant Pelican cases are the proof. It would cost Apple a fortune to ship 79 pounds of equipment to individual homes all over the country, even with corporate discounts. The Verge is obviously far, far smaller than Apple, but it would cost us upwards of $200 just to return those cases to their sender. Yet Apple offers free shipping both directions with your $49 rental, plus a dedicated support team to validate your parts and facilitate returns. (Though, apparently, it doesn't do the latter anywhere near its Silicon Valley HQ: when I took the support team up on its offer of picking up my battery, they told me they didn't have a driver within 250 miles of my location, and I should just drop it off at the nearest Home Depot.)