Does anyone know why Amazon Prime rentals just gives 48 hours to finish once started? What's the business reason for this event though you can rent it for 30 days?

Every time I rent something I do think of watching it over in multiple sitting stretched over days but I can’t due to this restriction and had to force watch within 48 hours.

Positive experience required to drive repeat use. Hypothesis that finishing a film = more satisfaction / reinforces value. Creating parameters for a focused screening experience increases chance of this happening. Curious: what percentage of times do you take longer than 48 hours to view? (Unless not enjoying it.)