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It appears to me this is more of a contractual agreement with the studios. On the movie page right under "Add to Queue" there is a "Buy Now" button that links to the official website. I personally could care less about the 28 day window (come on people, its not critical to watch a movie the day it releases, and there are THOUSANDS of other great movies out there still available!) and if this is a way to give Netflix more flexibility in negotiations, then great!
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Sep 28, 2010