For a number of years, as a Netflix customer, I've been watching and thus receiving less and less DVDs a month. Two years ago I cut back to one-at-a-time. Streaming was free. Then the price went up for $2 (apparently, history being re-written, that hike was for the one-at-a-time dvd plan, the cost of the original one-at-a-time dvd plan being directed towards a streaming plan!) $10/mo still felt like a soft cost, I could absorb it, I did. Now it's going up to $16/mo. I like getting a dvd now and then, rarely, maybe 1-2 a month. I stream a movie about as often. I can live without both of those. I'll get my DVDs at the corner store or on demand and live without old movies. Netflix, a company I once thought of as great, is now just another company trying to get as much out of me as they can. Well, the pushed a bit too hard. They now get ZERO out of me and I hold grudges. Netflix: Don't expect me to return to you anytime soon EVEN if you improve your cost structure. It will cost you all the money you lose from me in the meanwhile AND the cost of re-acquiring me as a customer - buying my loyalty back, should you choose to, to get me back.