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Just because it would be stupid to have an EZ-D exclusive title doesn't mean they wouldn't do it.
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If so, it's their right to do so (and forego sell-through revenue amd a hit to their bottom line). Since their goal is to maximize profits, however, it's a fair bet to say that they won't. They know very well that if they leave money on the table, there are other studios that will snatch it up in a heartbeat.
Personally, I think their goal here is to cut into "hot new release" rental market currently dominated by big chains.
Even at $5.99, though, I think this idea is too expensive to fly.