Then don't call it unlimited rentals!
You can have unlimited rentals UP TOO the point where you no longer become profitable, but once you cross that line we;re going to throttle you back to the point where we are making a profit. But we're going to pretend were not throttling you (until we get sued of course and have to change our TOS.) Instead, we'll just say we haven't received the movies you mailed back 4 days ago when we always used to receive them in 1 day.
It's a bull sh-- practice. If you're not making money you change your product offering, not use deceptive practices to swing it back into your favor. They were using false advertising until they finally changed the fine print.
I'll admit Netflix is a good service for the average renter that watches a couple movies per week. I've found much more value for my money with the Blockbuster service though and have yet to be lied to. I'm sure I'll eventually get screwed by Blockbuster to, because well, it's Blockbuster.