I think it's weird that wall street responds to customer numbers going down, rather than the announcement that their costs were going up by an order of magnitud

I think it's weird that wall street responds to customer numbers going down, rather than the announcement that their costs were going up by an order of magnitude. "One analyst predicts that Netflix's streaming content licensing costs will rise from $180 million in 2010 to a whopping $1.98 billion in 2012." - Netflix needing to reprice to deal with that change is -why- people are quitting, and it's been a known problem for several months now, so why did the stock drop wait?