Netflix was getting its ass handed to it, because it accounts for a noteworthy portion of all net traffic in North America. So each and every web provider is ramping up its traffic costs.
So, they split off their DVD from streaming services in an attempt to show more accurate numbers in profit-loss. Apparently, it was becoming more difficult for them to project these figures into the future, as postage and web traffic are experiencing a divergence in cost.
The costs of content were within expected models, and they expect that to rise as they accumulate subscribers. I've heard content providers are really pushing hard for the prices of premium content, which explains why some titles are unavailable upon release. I guess their philosophy is "If your movie is too expensive, thirty million people can look elsewhere for it". Meanwhile, the studios are saying "If they have to look elsewhere, maybe they'll stay elsewhere." Suggesting a potential exodus. On the whole, competition is good.
Eventually, this'll lead to movies featuring the NetFlix, FB or G+ or Amazon logo on their advertising campaigns, and you'll probably just PPV without subscribing. And I doubt any of 'em will take fuckin' Bitcoins.