I think renaming the DVD service will help people accept them as two separate services with separate fees for each, but losing the Netflix name will probably hurt the disc service which was already fading in popularity. But maybe that's what they want? The disc service has way more overhead, what with mailing the discs out, processing the returns, maintaining an inventory, etc. Maybe they WANT it to go away and this rebranding is a way to make it die on its own, rather than killing it outright which would be bad PR?
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Black Turtle spilled my diet soda!