Many Netflix customers expressed outrage over the new plan to split the services, catching the company off guard. However, from the company’s perspective, it was a good decision. Management saw the DVD mail exchange business as underutilized, expensive to support, and close to obsolescence, like the storefront outlets it had largely replaced. The separation of services would help by allowing online-streaming-only The consumer firestorm in response to the announced change caused management to reconsider their decision. Reed Hastings, the CEO of Netflix, announced that company had behaved arrogantly in their announcement and the company would not be separated. Quikster was never launched but the separate pricing for DVD by mail and online streaming would continue.