Netflix drops prices? Huh?

When does this ever happen? Netflix is reducing the price on my rental plan.

	Dear Beau, Great news! We're lowering the price of your 1 DVD out at-a-time plan to $8.99 a month plus applicable taxes. Now you can enjoy Netflix for less! You don't need to do a thing - except pay less. Your membership will automatically move to the lower price and be reflected in your Membership Terms and Details. The lower price will take effect beginning with your statement on or after July 23, 2007. Your $8.99 plan not only gives you 1 DVD out at-a-time but you can also watch 9 hours of movies and TV episodes instantly on your PC each month - for no additional charge. Enjoy! Your friends at Netflix

Can you believe it?