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I love Netflix, but this article is going way overboard. "Watch it Now" amounts to an on-demand b-list pay cable station. It's fantastic for what it is, but in the scheme of things (i.e. compared to the influence of even, say, Showtime let alone Fox), they're still beggars - the content owners are kings. If you want to watch a first run movie when it's available for home viewing, every other option you listed (and any video rental service) is superior to the "Watch it Now" service.
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