Netflix, in a drive to widen its lead in the online DVD rental market, challenged programmers and computer engineers to come up with a way to improve the existing system by at least 10%. The carrot on the stick? A $1,000,000 prize.

So far, not anyone has claimed the prize, although many have tried and are still trying. Netflix, to its credit, is offering annual prizes to the team that comes closest to the 10%.

The first recipients of the annual "progress prize" will be a team from AT&T, Inc., who will subsequently release its research. Other competitors are hoping to capitalize on the information.