According to the article, they like the idea:
It keeps Amazon from competing directly, and gives them access not only to Amazon's marketing reach, but also could allow them to better tie into Amazon's customer database and recommendation information -- which could strengthen Netflix's own recommendation offering.I just really can't see why Amazon wouldn't just buy Netflix if it really wants to get into this market. What real motivation does Netflix have? I guess the marketing reach is tempting, but I honestly don't even know of any other online DVD rental service (I don't count Blockbuster) so to me that means that Netflix is top-of-mind.
We'll have to see how this pans out, I guess. The Netflix + Tivo combo makes much more sense to me, though, both as a business person and as a customer.