Amazon is entering the streaming video market for real today, announcing that all Amazon Prime members, a service that provides free shipping for 79 dollars a year, will also receive free streaming of over 5,000 movies and television shows. While this is only a fraction of the content Netflix offers—they claim to offer 20,000 videos for free streaming—it reminds why I’m so bearish on Netflix’s despite being brand passionate about their service. The cold hard truth is that as devices and media crash together more and more players will be competing to have you watch content through their service. Netflix, a business that all it does is provide content access, is vulnerable to being toppled by any one of a number of big players who storm into the space. Their model of queue-and-deliver is already ancient, and, while it works for dedicated customers like me, other services will be creating native video-on-demand approaches that will, eventually, equal or exceed the user experience. While I would like to wrong, Amazon’s latest move should be just the first in a series of incursions over the next couple of years. Good luck Netflix.