The DVD rental business did not fly under the radar. Nothing has changed in that landscape except that Netflix successfully crushed it's major rival. The old guard isn't fighting Netflix on the DVD front. There are no licensing fee problems associated with DVD rental. That is strictly a streaming problem.
If you are talking about the Netflix streaming service flying under the radar and now being fought, I would say that they were never under the radar, and it isn't that they are being fought harder. I would say that they are beating their heads against the wall thinking that the wall is just going to not be there the next time they slam their face forward. Streaming has never been a solution that competed directly against DVD rentals. Netflix keeps hoping that it will be, but it hasn't yet materialized, and given our copyright system, it isn't likely to ever materialize.
The reason your cheese is simply no longer there is that Netflix decided to throw out the good cheese because they want you to eat the much cooler cheese that it turns out exist.