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It's all to do with licensing. They'd be thrilled to let you stream their entire collection; it's cheaper for them than maintaining/shipping a DVD collection. It's the movie owners/distributors who don't want their stuff instantly available to anyone, anywhere, anytime they want, for a mere flat fee. Kids' movies especially will be available for a short time, and then removed by the distributor, because they want you to have to go out and buy the DVD now that your kid has seen it and wants to watch it a hundred times in a row.
But I will admit, we use the streaming feature far more than most. More for TV shows than for movies, but either way it's on just about every single day, either for us or the kids.
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