I'm guessing Netflix is highlighting this to negotiate better prices for their content while also signaling to the market this isn't a business others should en

I'm guessing Netflix is highlighting this to negotiate better prices for their content while also signaling to the market this isn't a business others should enter. I get the sense that Netflix is splitting up these numbers to help their content partners realize that they are killing a potential golden goose. Nobody has been as successful as Netflix with streaming legally licensed content... and from reading other articles, content partners kept raising their rates substantially as Netflix was growing. With this move, it's clear that the established DVD business-model has strong margins and the online business could be drastically hurt if content partners raise their rates any higher.