Have you been wondering why your Twitter feed is plastered with the word "Qwikster" this morning? Thank Reed Hastings. Late Sunday night, the Netflix CEO announced that Netflix was splitting its streaming and DVD services into two separate entities, with Qwikster now becoming the home for DVD-by-mail rentals and -- in a new twist -- video games. The prices for each service remains the same ($7.99 per month individually), which raise the question: Why Qwikster?

Good question! One that Hastings tried to answer in his email to subscribers.

[W]e realized that streaming and DVD by mail are becoming two quite different businesses, with very different cost structures, different benefits that need to be marketed differently, and we need to let each grow and operate independently. It's hard for me to write this after over 10 years of mailing DVDs with pride, but we think it is necessary and best: In a few weeks, we will rename our DVD by mail service to 'Qwikster.'

Perhaps "Netflix DVD" was taken? Qwikster will not be linked to Netflix, so users of both platforms will have to login to an entirely separate service to manage their accounts. For what it's worth, Hastings' announcement has been met with mass disdain on Twitter and in the media, but it has yielded one bit of levity: the Twitter account @Qwikster, which is already in use by a man who has a picture of Elmo smoking marijuana as an avatar.

[via NetFlix, @gabrielroth]

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