I think the past success has made the CEO too arrogant to run an otherwise successful company. He ignores the basics of doing business with average consumers. His idea of splitting the company into two parts while keeping Netflix to run a new streaming business is so stupid. At the least damage to the investors, he should have kept Netflix to continue the DVD by mail business while creating a new name to start the streaming business. What he is doing is more or less like you would create a new name to sell Coke while using Coke Cola to sell a new type of drink.