This is a deal, just like everyone else said, read the DVDTalk forums for info. I picked up several Bond SE's when they still had them. Rumor is they still do have them, you just have to call with your order. The 19.95 DVDs aren't bad, they're just not great. There's some classics like "Batman" that are good picks.
Oh, and if you call and ask to become a "prefered member", you don't have to send the card in. I don't remember exactly how it works, but I believe they either give you a 800 number to call or you have to send the card in if you WANT the DVD (as opposed to not wanting it). But the best way to do it is to cancle after you buy your initial movies to fulfill the requirement. Then rejoin and get more movies 🙂