When we look back, we may some day fondly remember that it was Netflix that convinced millions of us that our home movie behaviors could change (to rent by mail and then to streaming). But if the recent Netflix-Adam Sandler deal suggests the quality of future Netflix exclusives - the competitive advantage that Netflix has enjoyed (from being the first and only) may be coming to an end. For a couple of years now I've been asking whether competitors with deep pockets - like HBO (and Google and Amazon, where the revenue model is advertising and retail sales, not just subscriptions) - might start offering better viewing choices online. With HBO announcing they will be offering studio films and HBO exclusives online (for a reasonable online-only subscription price?), and other quality content in the pipeline from Amazon (free with my Amazon Prime account - that also gives me free shipping for everyday purchases), will it still make sense to pay over $100 a year for a Netflix subscription?