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Hacking Netflix is reporting an LA Times story that this means Netflix has taken over the Walmart online DVD rental business. In a reciprocal arrangement, Netflix is promoting Walmart for DVD sales.
This isn't such a big deal for Netflix, since Walmart's DVD rental business had very few customers, in comparison, but it could help increase Netflix's visibility and credibility with Walmart customers, of which there are a few.
No one predicted this, but I suspect Mike was tipped off :).