Remember back in high school when an unpopular kid tried to reinvent themselves by suddenly preferring to be addressed by their middle name? It seems like that's what Netflix is doing in light of the calamity they experienced last week. Many subscribers jumped ship in reaction to a controversial price hike thus causing the company's stock (and that money I was saving for a DeLorean) to plummet.

Netflix CEO Reed Hastings has announced that the company will split in two. The Netflix name will remain in use for the DVD streaming business, whereas the DVD by mail service will now be referred to as Qwikster, and will offer video game rentals as well. Personally I would have gone with a cooler name, like "Max Power" or "Rodrigo Bicepsiolli." But that's just me. If they're intent to fail, they're intent to fail. (The Netflix Blog)