It's rivals are scratching their heads though...
The more Netflix spends on content, the more its shares go up:
That seems to be the exact opposite of what happens to traditional media companies.
What is driving Netflix shares higher and higher?
Does retail have a strangle hold on the stock and continue to push it higher and higher?
If so, does that mean it is going to crash back down to earth at the first major sign of adversity?
Stay tuned.