I remember several years ago, when Netflix first started to grow in popularity, someone reverse-engineered how they handled the queue system. He published it in an expose' on the web and it caused a bit of a stir, because it basically penalized the best customers for being so good.
Its the same for pretty much all the DVD rental companies so the discoveries aren't particularly surprising now.
Another trick which DVD rental companies use but I've no idea if Netflix specifically use is that if you're a very heavy user then they'll start to penalise you in the speed of processing your returns and shipping. You'll find an extra day squeezed in every so often where they only processed your return past the time they ship DVDs so it'll artificially limit the number you can rent a month.
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