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In 1999, Netflix started out with a heavy cardboard mailer. With only 100,000 subscribers, costs weren’t a concern yet. Then the company experimented with plastic envelopes, which proved not to be recyclable, and padding, which added too much to postage costs. Both top-loading and side-loading envelopes made an appearance. Seven years of tweaking have paid of… How well those iconic red envelopes will help the company fend off the newest threat – video-on-demand – remains to be seen.