This was both inevitable and makes sense. While Netflix seems surprised by continued demand for DVDs, they also know that this will die over time. And whether they’ll admit it or not, this move will further help facilitate that demise.

The future is streaming, not physical media.

I do like how Netflix is very upfront and clear about the pricing changes. What was previously $9.99 (DVDs plus Streaming) will now be $15.98 (DVDs and Streaming as two separate plans).

That’s a big hike. But again, inevitable, and the right thing to do from a business perspective.