Via Reuters.com: "NEW YORK, May 18 - Blockbuster Inc. (BBI.N: Quote, Profile, Research) on Wednesday said it has begun advertising a test fee of $18 for unlimited monthly DVD rentals, potentially reversing an earlier attempt to undercut rival Netflix Inc. (NFLX.O: Quote, Profile, Research) on price.
The test started on Monday and does not necessarily mean the top U.S. movie rental chain plans to adopt the new price, Blockbuster spokeswoman Jeri Anne Thomas said.
'We are a retail company, we test a lot of things,' Thomas said. 'We are testing $17.99, that is one of several tests.'"
She sounds a little too defensive, doesn't she?