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I think the DVD game is a little different sales game than what we play. We create value and aim towards long term retention, where DVD sales are simply initial value. DVD's are something tangible, so customers automatically have a stronger sense of value in such a product.
We have to deal with an intangible product, and we have to keep the surfer captivated over a longer period of time. I think ultimately stronger retention can be seen through lower prices.
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