Netflix Inc. spokesman Steve Swasey told MarketWatch Thursday that the company realized that "some people would be concerned" about its decision to raise the price for a combination DVD-and-streaming video plan to $15.98 from $9.99, and that a certain number of customers would cancel service.

Comments on Facebook and other places across the Web have been overwhelmingly negative since the increase was unveiled earlier this week. However, he said, there remains a "silent majority" of subscribers who think the $15.98 price point still represents "a pretty good value."

In addition, Swasey continued, the price increase was necessary to help satisfy U.S. DVD customers."We have streaming-only in Canada, and it would have been very easy to eliminate DVD service in the United States. But by making these changes, we were able to keep DVD a viable option for people who still want that format in the U.S."

Click here to find out more! This doesn't mean, however, that Netflix doesn't care about consumers who are upset about the price move, he added. On a lighter note, he said:"I made a comment to someone, on background, that the $6 difference between the old and new prices is the equivalent of a couple of cups of latte. And that's gained a lot of traction. I've received a bunch of hate mail, because people thought Netflix was being insensitive to people who don't drink latte. That's not the case at all. I'm not a coffee drinker, and my wife drinks regular joe."

Netflix shares are down 3.2% Thursday.