Instead of putting out an alarm like this or raise the price. They should be putting out some statical documentation with a percentage of the amount of damaged disc's vs the number of total disc's shipped in a year. If the percentage is as low as we are thinking (not an alarming rate since we do not read this daily, weekly, monthly).
Then it would seem user handling, be it mail or consumer. Because we all know how people just don't give a crap about something they rented once their done with it. But a factual number would be a great indicator (3 out of a 100 ?). Could be a price staff due to the hit they take from direct online ordering be it cable or dish tv.