No more fees that will be referred to as "late fees"

Blockbuster has settled a lawsuit with confused customers who actually thought their "No Late Fees" campaign meant that there were no late fees anymore. In case you haven't heard, the fine print of this campaign is that after seven days, they charge you the purchase price of the movie, which can be reduced to a "restocking fee" if you return it within 30 days. It's not a "late fee," it's just a fee that will be applied if you choose to return your movies late. How is that unclear?