Could this be how we get the Kindle Fire.

Yeah I already use HD on Netflix, I was asking redeye_uk if Lovefilm have plans for higher quality streams, I should have made it clear. Thanks for the answer redeye_uk
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No problem. We are constantly improving our encoding and range of exclusive content. That said, its just a sad fact that no company can afford to pay for streaming rights to all movies in HD (im sure you can guess why).
Trust me though, we have some really exciting things in the pipeline we can't wait to announce, but I can't give specifics.
Personally i think Netflix won't be able to compete, but then im bound to say that aren't i!