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I really think they could have done a much better job of framing the discussion around this increase. Talking about why they're doing it (not some B.S. about how "they really want to show people that they are committed to DVDs by mail") would have been appreciated.

Customers are not stupid. They see right through PR speak, and you can clearly see that in the comments.

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I think your post nailed what's intriguing me right now: Netflix did a terrible job communicating these changes. It's odd to me to see such a large, well-liked company spend so much of their social capital (brand loyalty or belovedness) without better messaging.

For example, in an age where bundling is ubiquitous, I think Netflix needed to have a better explanation for why one service is being split into two and why there's no discount for joining both. Netflix needed to do a two-pronged approach -- here's what we're going to do for you, and here's what you're going to do for us. We all understood the latter (we're going to pay more), but nobody gets what Netflix is offering in return.

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