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In response to
"You'd think at least from a brand management standpoint it would be "Netflix DVD" or something boring but applicable"
by
oblique
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What they have done here ties the DVD by mail business off so that it's easier to kill down the line.
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Their numbers must be emphatic that the by mail industry is dying. It's almost like they don't want to take the PR hit in a couple of years when they close down the service. They've just shoved it off the window of a 50 story building.
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