My thoughts exactly when I read this. My family is fairly well off, we've been blessed, and we would never pay $30 or even $20 for a movie. Maybe a DVD of a big movie, but not a pay per view. No Threat.
Guys, you are missing the point. While the $30 loo silly (and it is), it shows however where the barganing power is; the studios are not going to be happy with the pennies that they are getting from NFLX. They want more . . . . . at the end of the day the NFLX model will explode if they cannot secure cheap content. Simple pricing logic.