We had heard that unlimited online viewing had been granted to select Netflix subscribers last month, and suspected it'd get a full rollout soon. Well, soon is tomorrow—as the AP notes, a day before MacWorld, where Apple is expected to unveil its video rental-killer rendition of iTunes.

The only people who aren't getting cut in to the infinite viewing parade are the cheapos who only rent a pair of DVDs a month for $5. Whether or not turning the stream access into a smorgasbord is enough to fend off the looming iTunes threat is doubtful—Mac-compatibility would be a nice little shot to the balls, though—but it's not like Netflix is totally without a battle plan for the infinite format war. [SF Gate/AP]