Because of the inconvenience of going to the store to find your desired title stocked out, and fed up with late fees, Reed Hastings started a new business in 1997 called Netflix, which made DVDs available through the mail, eventually operating on a monthly subscription, and without late fees. This model quickly displaced brick and mortar stores. As technology has continued to progress, the consumer has seemingly become even more a target of the industry, with online or streaming video becoming available directly from the Internet—the same place consumers were renting online—to their televisions.