The users balk because they understand that their effective monthly/weekly price was jacked up, by a lot. Regardless of how much Netflix pitches their "unlimite

The users balk because they understand that their effective monthly/weekly price was jacked up, by a lot. Regardless of how much Netflix pitches their "unlimited" plan, users understand that their time for (movie) entertainment is not unlimited. Therefore, from their perspective, they see it as it is - a huge price increase - and they move on to better deals or something else entirely.