From some of these comments-can someone confirm that you *CAN* deactivate a PS3 in the menu and then "reactivate" a new one so that you can use any content you "bought" on it? And do that any arbitrary number of times?
It's sounding like people are saying you can do that, but before people were saying the opposite.
EDIT: This will affect where I rent the Bionic Commando remake and Megaman 9...the PS3's controller has SUCH a better d-pad, but the 360's rental system is (I thought) more lenient in that at least you can transfer content once a year (if their activation servers are still up...)
The deactivating is more of a safeguard than anything else. Even if you buy another PS3 (presuming you haven't shared your account/had 5 PS3s die on you) you can still download all your bought stuff to it. Activating/Deactivating is more a concern for gamesharers/people who have gone through multiple machines.
Also, not sure what you mean by rent ....