[Image: http://i.imgur.com/7BRcKFc.jpg]
Blockbuster was probably aware of the potential danger Netflix had against the traditional renting system they had completely laid down. But at the time, Netflix was small and its success was uncertain.
If Blockbuster picked it up, their huge business and name would guarantee the success of Netflix. Even with the money they could make from it, they were most likely afraid it would destroy their other traditional rental business. They chose to pretend Netflix didn't exist and hope it died by itself.
Or maybe they were like Randy.