And if Netflix is smart, they'll figure out how to leverage their pervasive device-integration to offer one-off non-subscription-based rentals. Price it aggressively enough to compete with Amazon and Apple ... and after re-earning the trust of these customers, make the case to convert them to subscribers by showing them the financials. Simple emails with messages like: "For $2 more than you spent last month, you could have access to X million more movies" or "If you were a subscriber you could have saved $6 last month?".