No one really blinked when Netflix announced that it would begin implementing a $1 per month fee
for the right to rent Blu-ray Discs, but quite a few folks took notice when it said it hoped to have half a million
of these very customers before 2009. Here we are just weeks from next year, and Netflix has already surpassed its goal. The outfit's CFO stated today that the rate at which it was signing up new BD subscribers was actually quicker than anticipated, and chief content officer Ted Sarandos confessed that it would begin "promoting Blu-ray inside its mailing envelopes next year." No surprises here, really -- the first thing we'd do after coming home with a $128 Blu-ray player
and no overpriced films would be to fire up a new account to get the rentals flowing.