Netflix make their money off people like me (I have Amazon home rental, but it's the same principle). I love getting the DVDS - I rent TV shows, mostly - but I suck bigtime at remembering to return the DVDs. So at least every other month, I forget to return my DVD and they still get my money, without any pesky providing a service. So they win, and I also win, since if I rented a DVD from the video shop, I'd rack up a lot more than £4.99 in late fees. I'm betting that the majority of people who use these services are much like me, and we subsidise the people like you who actually use the service to the full.