Blockbuster CEO won't buy Netflix — he can't afford it Blockbuster has abandoned advertising TotalAccess, its also-ran DVD-by-mail competitor to Netflix. CEO Jim Keyes would like you to think his company's still a contender, though, and PaidContent's Rafat Ali is happy to oblige in a softball interview . Ali's far-from-knockout closer: "This is a hypothetical one. Would you be ever interested in buying Netflix?" We won't bother giving you Keyes's pat response about how he doesn't need Netflix. Instead, we'll just point you to PaidContent's handy financial summary included in the post. Blockbuster is worth $312 million. At $1.93 billion, Netflix is worth six times as much as Keyes's company.