It seems your days have passed
LOVEFiLM Instant is switching to Amazon Instant Video (or Prime Instant Video) and the rest of the lovefilm.com website seems to have been transfigured into mere services on Amazon's own site: this seems a shame! With this switch, the brand of LOVEFiLM seems to have lost a bit of its value.
Why change the name to Prime Instant Video? it only makes it sound cheaper. After all the service is for film and television. Video is neither: the word video seems a more common word and a less important one than say film. Instead video has connotations of home-made, or some nineties or early twenty-first century extra on a compact disc. Puzzling.
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