Wired 10.12: The Netflix Effect. "Starbucks is a great example. Howard Schultz talks about building the brand one cup at a time. I'd love to be Howard Schultz. As Starbucks is for coffee, Netflix is for movies... The professor said, 'Never underestimate the bandwidth of a station wagon filled with backup tapes,'" Hastings remembers. Moving small bits of data at light speed can be far less efficient — and more expensive — than moving that information in bulk." He may well be onto something.