It's not easy to divert attention from Apple on the eve of Macworld, but give Netflix points for trying.

The company that turned DVDs into a subscription service for millions of consumers said Monday that it no longer will put a cap on the number of hours its customers can view movies and TV shows over the Internet.

With all of these recent developments looking so promising, someone is going to have to break the news to Sony that all of this fuss over Blu-ray isn't going to matter in a year or two.

"Unlimited has always been a very powerful selling point with our subscribers and a large part of what set us apart in the marketplace," said Leslie Kilgore, the company's chief marketing officer. "In talking with members about our streaming feature during the past year, it became clear that, as with DVDs, the idea of streaming unlimited movies and TV episodes on a PC resonated quite strongly. And we're now in a good position to offer that."

Netflix battles Apple by eliminating online-watching limits