select c.name as category, avg(f.rental_rate*f.rental_duration) as avg_rental_rate,
avg(p.amount) as avg_payment_amount
from film f
join film_category fc
on f.film_id=fc.film_id
join category c
on fc.category_id=c.category_id
join inventory i
on fc.film_id=i.film_id
join rental r
on i.inventory_id=r.inventory_id
join payment p
on r.customer_id=p.customer_id
group by c.name
order by avg_rental_rate, (p.amount-f.rental_rate*f.rental_duration) desc;