And then you had to go and ruin a beautiful thing.
First, you split your DVD and streaming services into separate plans, implementing a 60 percent price increase for subscribers who wanted both products. Users felt blindsided and burned by that decision, forcing many to choose between your large DVD library and the instant gratification of streaming a smaller selection of titles. I put my account on hold before the price increase, with the intention of returning to Netflix later this year to catch up on some 2011 movies I missed, such as the acclaimed Meek’s Cutoff.
But I won’t be coming back anytime soon. Not to Netflix, and not to Qwikster, the renamed DVD-mailing service you announced late Sunday night. My reasoning: By separating and renaming your DVD product, you’re no longer simple and cool.
Regarding simplicity, the creation of Qwikster makes your users do twice the amount of work: two accounts, two queues, two sets of ratings. Netflix was such an attractive product because it provided a single stop for all your movie-watching needs. Chances were always high that, between DVDs and streaming, Netflix had the film I was looking for. And I only had to go searching for that movie once. I could look up Rio Bravo, see that it was available on Blu-ray and via streaming, and decide which way I’d prefer to watch it.