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" ... Instead, Netflix caught fire in 1999 with a subscription model—customers would rent up to three movies at a time without worrying about a specific return date or incurring late fees. A better mousetrap, albeit one that carried a huge burn—Hastings lured customers with month-long free trials. Randolph remembers flying with Hastings to Dallas to try to convince Blockbuster CEO John Antioco to buy Netflix for $50 million. The head of the $6 billion home-entertainment giant rejected the idea out of hand. ... "
" ... Turns out grandpa Joe Kesselman lived by a theory he called “the mousetrap theory.” ... "