What CNET calls the "lowest tech high-tech business around," the DVD rental market, is now exploding with competition. Wal-Mart, Netflix and Blockbuster are engaging in a price war in anticipation of Amazon's entry into the rental market. Even McDonald's is test-marketing a 99 cent rental service (begging the question of whether Super Size Me will be one of the options). All of this as broadband platform providers continue to ramp up their video-on-demand services.