Let's flashback to October 2008, where the Netflix blog wrote:
Hi, Jessie Teitz here, VP of Marketing. This message is for everyone who rents Blu-ray movies from Netflix. You might have heard that we've been talking about changing our prices for Blu-ray movies because they cost more than standard DVDs. To make up for this significant cost difference, we've decided to charge a little bit more for those who want to rent Blu-ray movies. On November 5th, we'll start charging an extra $1 a month for Blu-ray access. For our members on unlimited plans, $1 a month for unlimited access to Blu-ray movies is a great value. We have more than 800 Blu-ray titles, and growing, for you to enjoy as part of your Netflix subscription. We think you'll agree, a $1 increase in your monthly subscription is pretty modest for you to enjoy this compelling format. If you don't want to pay $1 more a month for access to Blu-ray movies, simply remove the Blu-ray access on your account and your monthly subscription cost will stay the same.Yes, this was a "little bit more". What happened to just a "little bit more". $4 is a huge chunk of my monthly subscription now when I still can't even get 10% of the movies I want on Blu-ray.
Here, read the email in all it's glory...
You are receiving this email because you added unlimited Blu-ray access to your account for $1 a month. The number of Blu-ray titles has increased significantly and will continue to do so. As we buy more, you are able to choose from a rapidly expanding selection of Blu-ray titles. And as you've probably heard, Blu-ray discs are substantially more expensive than standard definition DVDs.
As a result, the monthly charge for Blu-ray access is increasing for most plans and will now vary by plan. The charge for monthly Blu-ray access on your 3 DVDs at-a-time (Unlimited) plan will increase from $1 a month to $4 a month. The price of your 3 DVDs at-a-time (Unlimited) plan is not changing and remains at $16.99 a month.
The new charge for Blu-ray access will be automatically added to your next billing statement on or after April 27, 2009 and will be referenced in your Membership Terms and Details.
If you wish to continue unlimited Blu-ray access for $4 a month, you don't need to do anything. If not, you can remove Blu-ray access anytime by visiting Your Account.
If you have questions about this change or need any assistance, please call us anytime at 1-888-923-0898.
-The Netflix Team