There is a long story about how just when it looked like the combination of BlockBuster brick and mortar + mail in was about to deal the killing blow to Netflix, Carl Icahn came in and snatched defeat out of the jaws of victory.

https://hbr.org/2011/04/how-i-did-it-blockbusters-former-ceo...

https://www.cnbc.com/2020/09/22/how-netflix-almost-lost-the-...