We must have gone through about 20 free trials for Lovefilm during uni, using subtly different addresses with typos so they'd still be delivered but not show up as dupe accounts. Good times.

Netflix also (I think briefly) offered DVD rental in UK, competing with LoveFilm. LoveFilm did continue for a while after the Amazon acquisition, both as DVD rental and with streaming added (LoveFilm Instant, if I remember correctly), which eventually got rebranded into Amazon Instant Video