> most customers rarely ordered the more niche stuff

I'm sure that's true, but the flip side is that the niche stuff is what pulls in the hardcore film buffs. And guess who those of us who aren't big film buffs turn to when picking films and services? The hardcore film buffs we know.

They may not generate a ton of revenue if you look only at "how many people request obscure movie X", but having those movies pulls in the people who will, in turn, influence others.

Want the DVD-by-mail business still available until 2-3 years ago? It seems that faded silently away and there wasn't even a whimper when it died.