Good news for folks who against all odds don't have a home theater Netflix streaming option yet, and yet inexplicably own an internet-connected Sony BRAVIA TV: Netflix just went live. It just takes applying the latest software update and you're in business. BRAVIA owners were promised the update back in July, and let us be the first to point and laugh insensitively at PS3 owners who have use a "DVD" to get Netflix working on their Cell-powered supermachines.

[Thanks to everyone who sent this in]

We actually had to brush the fog off of our spectacles to ensure that hazy conditions weren't clouding our comprehension abilities, but sure enough, that Netflix streaming that Xbox LIVE members have grown to love won't ever land on Sony's PlayStation 3 nor on Nintendo's Wii (PlayOn notwithstanding). At the very bottom of Microsoft's long list of details surrounding today's Xbox LIVE update, we're clearly told that the Netflix Watch Instantly integration is now an "exclusive partnership," with Microsoft going so far as to say that the "Xbox 360 will be the only game console to offer this movie-watching experience, available to Xbox LIVE Gold members who are also Netflix unlimited plan subscribers." Of course, we'd heard rumors over the years that Netflix could sashay over to other consoles in due time, but it looks like the suits in Redmond had the foresight to lock things down while they still had a chance. So, are you reconsidering that Xbox 360 purchase, or just looking that much more intently in Roku's direction? Full blurb is after the break.

[Thanks, David]

We already covered the numbers from Netflix's impressive earnings call this past Monday, but there was another story lurking in there too; a potential sign of the coming apocalypse for physical media. The company is reporting that many of its customers are substituting mailed movies for streamed ones, taxing the USPS less and their broadband connections more. CEO Reed Hastings is playing coy about whether this is a strong trend or just the curious behavior of early adopters, and since his company gets paid either way he probably doesn't care, but you can be sure those still firmly attached to profits from plastic discs are going to be watching this pattern rather closely. (As if Sony needed any more bad news.)

While snagging 500,000 Blu-ray subscribers is admirable, the big picture helps to explain Netflix's dominance even more. Sometime during the third quarter of 2008, the rental giant managed to secure its nine millionth customer. Needless to say, the DVD rental portion of the business is doing just fine, but CFO Barry McCarthy confessed that its Watch Instantly digital delivery aspect was still "a tax on the P&L." Essentially, he reiterated that it was an investment in the future, noting that if it didn't start it, someone else would have. He also proclaimed that more content could easily be added to its library of online-accessible titles, but that it wouldn't come free. At present time, we suspect Watch Instantly isn't really hurting for users, which means you could very well be hurting for a new wave of content for some time to come.