YOU got it exactly right. I haven't bought a coffee from anywhere but IHOP in over a decade, a once a quarter treat. Fine coffee in our house is a small package of the flavored grocery store brand ground and brewed on Sunday at home and only if the store had it on sale. I'm not ashamed of that, I didn't mismanage this country's balance of trade and allow the regulated financial markets to go unregulated - I'm just the guy left holding the bag of generic house brand coffee making the best of the situation. Thank's to my parents and grand parents I learned young to never live like the big bucks coming one day were going to come in every day. NetFlix needs to learn that lesson. They need to get by with less so they can learn the humiliating lesson of greed gone bad. They have on reasonable expectation that the customer in general will cough up an additional premium during hard times.