Netflix has cracked down on password sharing this year (the streaming service has a $12-per-month plan if you want to stream on four devices simultaneously), but it looks like there’s a new tier to its pricing plan, albeit one available only to new users: you can now sign up for a single-screen standard-def stream for a dollar less than the hi-res, two-device service most users are currently using. The service’s user base has grown by leaps and bounds this year—Netflix passed top-dog pay-TV network HBO in subs with a whopping 40 million domestic subscribers—and it makes sense that the company would seek to expand that base yet further by adding new price points to entice more users. Its share price has been the main focus of financial reporting about Netflix, and so less attention has been paid to the ballooning content costs, which are headed nowhere but upward over the next few years.