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Reed Hastings, Co-Founder and CEO of Netflix just sent me an email which included the following:

"It’s hard to write this after over 10 years of mailing DVDs with pride, but we think it is necessary: In a few weeks,
we will rename our DVD by mail service to “Qwikster”. We chose the name Qwikster because it refers to quick
delivery. We will keep the name “Netflix” for streaming."

Maybe I was suffering from the Romney delusion ("Corporations are people too,"), but I actually replied to that
email with the following:

Wow, Reed. That strikes me as the worst idea since Comcast tried to re-brand themselves as Xfinity. Worse even,
because Comcast had spent years training their customers to hate them. Netflix is a known and respected brand
name. It seems the height of folly to piss that away. I have no allegiance to Qwikster and would not hesitate to
try a different DVD by mail service once Netflix surrenders their claim to the dominant position.
Look, corporations have to continuously increase profits to service their debt and to please stock market analysts.
Everyone understands that, and while you surely got plenty of whining from people who don't like to have their
pockets turned out, it makes no sense at all to follow up an act of (arguably unavoidable) vulgarity with an act of
outrageous stupidity. But whatever. It's your business. If I ever find myself with the sort of internet connection that
allows for streaming video, I might have a look at Netflix again, or I might not. If Netflix is withdrawing their name
from the DVD by mail business, then I won't be seeing that Netflix logo on a regular basis, and that carefully
cultivated brand will slowly fade into obscurity. 

Good luck.

Of course, my email bounced. I looked for a feedback link on the Netflix site. They don't have one. So, whatever. 
Netflix has moved into a glorious future, a future that does not have room for those of us on the Third World side
of the Digital Divide. I guess there are plenty of city dwellers who will watch Netflix offerings on their iPhones
and Google cloud-only laptops. It was mighty white of them to still allow us DVD-watching troglodites to use the
side door. Goodbye, Netflix. Remember. I didn't leave you. You left me.


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