It's rental, or at least that's one option.
Many people used to rent tvs and video recorders and other white goods from the likes of Radio Rentals, but that was something in the past. I don't understand why Comcast/Sky has decided that this is a model to bring back.
Netflix keeps things simple. You pay a fee for a month and you can either continue with the service or cancel at the end of the month. Easy. Likewise, devices like firesticks are simple to use and relatively cheap and if new tech comes along, it's not too expensive to replace them. Yet Sky has chosen this very complicated way of doing things. Firstly, making tvs, then having the SkyQ tech built into them and then having rental options. What a mess.
What I had expected from Sky was a merged Peacock and Now tv service. One streamer for a monthly price that can easily be cancelled and one little streaming stick/dongle. Instead we have this.
It will be interesting to see how successful this service is.
Honestly I hadn't read the rental bit, my mind shut off as soon as I saw the "tv with built-in..." as I didn't see the point of paying several hundred quid and then being locked into a Sky sub on top of that implied by the headlines and bullet points.
They'll probably bung in a Peakcock app on Now TV devices and a Peacock folder in their app, and then eventually rebrand the whole of NowTV to Peacock in a few years time after a brief interim Now-named service with a Peacock logo.
I remember the rental firms, and somehow they still exist, though not nearly as many of them.