I’ve been enjoying a free trial from Lovefilm.com, but as it draws to a close was debating whether to continue as a paying customer. Via Going Underground my attention was drawn to the similar service offered by Sainsbury’s. (Not linking because I don’t want to give either of them Google-juice.) I got part way through signing up for the free trial but was bounced as an existing member – you’ve guessed it, the Sainsbury’s service is operated for them by Lovefilm.com.

Nothing very exciting there you might think, until you compare the prices for similar services. Bear in mind these services are being offered by the same company:

Presumably Sainsbury’s buying market share by discounting their part of the revenue?

Update: Found a DVD Rental Service comparison