Even from the very beginning Netflix had grand aspirations of being much more than just a DVD-by-mail company, thus the name, Netflix. But first they had to differentiate themselves if they wanted to take on the then Goliath, Blockbuster, Inc., which was a major force in the entertainment rental market with a multitude of products (video games, movies, TV shows, etc.) available in over nine thousand stores, across the United States and also a significant presence in some European countries.

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