While the size of the tail in the long-tail phenomenon is disputable, one fact that is critical to remain above this debate is that: the turnover rate of obscure titles in traditional video rental stores is only slightly higher than those for Internet pure-plays. O the cost of store maintenance and real estate makes stores such as Netflix unattractive. selection attracts customers, and the Internet allows large-selection inventory efficiencies that offline firms can't match. O traditional brick and mortar retailers offer selections that cannot be rivaled by Internet pure-plays. O shipping costs drive up the costs of running stores like Netflix.
