Let them ask a shaila
You missed the point. Many, if not most, people are unaware of the terms inside the sealed package (if not being entirely unaware that it is a “rental” in the first place.)
I maintain that if it says on the cover that it’a a rental, and not to copy, then as long as you’ve seen that, you can’t claim ignorance of the terms as long as they are consistent with the idea of limiting copying. If someone didn’t notice the agreement at all (your second point) maybe that’s legitimate.