Blockbuster to cancel late fees?

This concept initially appears so good to be true that it requires further reading:

"Doing away with late fees is the biggest and most important customer benefit we've ever offered in our company's history,"
John Antioco, Blockbuster Inc. chairman and chief executive.

What do you think? A wonderful gift, or merely a major company attempting to re-brand. i like the PR speak of the above link too, "Blockbuster to lose 50 Million...", donated to orphans it is not, the money is likely a budget line item re-focusing their print materials to reflect their change. Best of luck to BlockBuster in spinning this PR to make them sound like futuristic-forward thinking moguls with a real heart for the little guy. This just doesn't sound nearly ground breaking enough.

Actually looks a little reactionary, do you smell fear? In Canada, VHQ Online has made a splash with their new model rental business ( netflix for you folks south of the border... keep reading, we love ya)... anyone tried it yet? i would love to hear some local feedback.