Eliminating the late fee made for friendly headlines, but it was not what made Netflix take off.35 What mattered was that Netflix too had learned the key lesson of retailing in the Internet Era: unlimited selection, (near-) instant gratification. Whereas a typical brick-and-mortar video rental store carried 3,000 titles, Netflix carried tens of thousands.36 With Netflix, you could almost always get a movie you wanted to see.
