Netflix is a popular, inexpensive service now, but it will have to raise its rates if it hopes to really compete with full-service content providers, according to Michael Willner, CEO of Insight Communications. "Cheapness and what we're providing don't necessarily go hand in hand," he said. "Netflix is probably the best example of an application that requires a 'fat' [broadband] pipe. ... If they want to compete, Netflix will have to charge prices that are comparable to our services."