A mere three weeks after Netflix CEO Reed Hastings apologized for his “arrogance” concerning the lack of communication behind the the Netflix price hike, he is reaching out to subscribers yet again to backtrack plans to separate the company’s DVD-by-mail and streaming services under different brands: Qwikster and Netflix, respectively. In a brief blog entry on Monday, Hastings informed everyone:

It is clear that for many of our members two websites would make things more difficult, so we are going to keep Netflix as one place to go for streaming and DVDs. This means no change: one website, one account, one password… in other words, no Qwikster.

This time, in a thinly veiled apology, Hastings shared this in a press release (fortunately he does not star in a YouTube video this time): “Consumers value the simplicity Netflix has always offered and we respect that. There is a difference between moving quickly — which Netflix has done very well for years — and moving too fast, which is what we did in this case.”

Hastings originally came up with the idea for Qwikster because he believed that separating the two services would help the company innovate faster. Though such a move might benefit the company internally, I had concluded that it would receive negative backlash from subscribers. Two separate URLs and accounts would surely confuse people and in the long run it would likely drive users away. Thankfully Hastings took some time to rethink his plans for the company and Qwikster is no more. Simplicity continues to reign under one brand, Netflix…for now.

[Via Netflix]