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Are they talking about LoveFilm digital? I just ask because LoveFilm also operate a physical DVD business whereas Netflix don't.

Yep, its for on-demand content in the UK only

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Obviously as the site/article is about the UK. LoveFilms is a UK company, and this is about UK Netflix.

They used to have such a service in Sweden too, but this week it was announced that they are shutting it down. Very annoying.