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Stock traders weren't blown away by Steve Jobs's Macworld announcements, sending Apple shares down 5 percent. Rivals faired even worse, however. From the numbers, they expect Apple's movie-rental service with support from all of the major studios to pummel brick-and-mortar competitor Blockbuster, and to a lesser extent Netflix. Blockbuster is trading down more than 15 percent in after hours while Netflix is down 3 percent.