And the Netflix scramble train just keeps on going! After consumers bristled at the price hike announced last July — which would bump up the monthly cost of using both DVD and streaming services from ten dollars to at most sixteen, which is not actually that much depending on how you use the service, but whatever — and subscription cancelations exceeded expectations, Netflix rushed to address the problem. Their solution, however, was to split the two services entirely; the DVD service was named the infuriatingly misspelled "Qwikster." And, whoops! Everyone hated that as well, since it didn't actually address the issues they had in the first place.
Well, it looks like the company is responding quickly to the negative reactions again. Because they just scrapped the whole idea:
“We underestimated the appeal of the single web site and a single service,” Steve Swasey, a Netflix spokesman, said in a telephone interview. He quickly added: “We greatly underestimated it.”
Mr. Swasey said that the Netflix chief executive Reed Hastings declined an interview request. But in a statement, Mr. Hastings said, “Consumers value the simplicity Netflix has always offered and we respect that. There is a difference between moving quickly — which Netflix has done very well for years — and moving too fast, which is what we did in this case.”
While this is welcome news — and not just because of how painful it is to read that malformed word — it still doesn't affect the one change users were most upset with, the price hike. But it looks like Netflix will stick to its guns on at least one thing. Oh well; maybe all this Qwikster business will confuse people enough about what's actually happening that they'll sign up again.