Netflix has decided to split their DVD and streaming operations into two sites, “Qwikster” and Netflix. Qwikster is going to get its own web site, and here’s the rub (from the email I got this morning from Netflix CEO Reed Hastings):
A negative of the renaming and separation is that the Qwikster.com and Netflix.com websites will not be integrated.
That’s a pretty big negative, because right now on Netflix, when you search for a movie, you have a choice. If it’s available on streaming, you can add it to your streaming queue. If not, you can add it to your DVD queue. That’s one simple operation. Hastings thinks it’s somehow better that I’ll soon have to log into two different sites and launch two separate searches to accomplish the same task I can do today with one.
This weekend, I found out that my local, huge grocery store decided to rearrange the location of grocery items. My shopping trip took quite a bit longer, and I was surrounded by bewildered shoppers and clueless employees who didn’t know where the fucking pasta was, either. Like Qwikster, somebody decided that a different arbitrary arrangement of the same old offerings would somehow be better for consumers. Well, it wasn’t. It was confusing, frustrating and a waste of time. The only difference between Qwikster and my grocery store is that Netflix changed their name to a stupid, turn-of-the-millenium dot com handle. At least my grocery store is smart enough to keep the same name while they turned their user experience to shit.