Why is Netflix splitting its world based on business models rather than users' mental models? They're being foolish. Where are movie ratings going to go? To the Qwikster website? Will it or won't it affect the streaming recommendations? ::faceplant:: And why the hell change the brand for the DVD delivery when DVD-only users are the least likely to understand what the changes mean? Wow for brand cluelessness. And OMG did the CEO's "apology" make him look even more out of touch:

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