The text presents the concept of exchange as people giving up something they have to get something they want more.
A Netflix membership involves the consumer exchanging a monthly fee for ongoing access to the Netflix "watch instantly" database; the capacity to create a queue of movies that will be sent to the client (hardcopy) when other movies are returned to Netflix (Netflix stores and automatically activates this queue for the client); and access to Netflix's interactive web features.
The client might view the exchange as valuable for convenience, saving of late fees, and capacity to shop online rather than onsite.
Netflix may benefit tremendously from this exchange as well, since monthly membership benefits are not maximized by a large number of clients. Much like a gym membership, the organization will quickly find that many clients are automatically paying a fee for a service that they do not use--or that they do not regularly use.
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