Why, oh WHY Netflix?

Netflix just made the dumbest move I've seen a successful company make in a long time. They announced that they're removing their account profiles option that allows members of a single subscription to have separate ratings/queues. It's true. I know, hard to believe, right?

Netflix is a company that I've been loyal to since we subscribed two years ago. It's been wonderful having two queues with separate ratings. I don't currently get recommendations for movies Rachel likes and vice versa and we're both perfectly happy with that. If they combine the two, we'll probably significantly pull back our current spending on the service and consider other alternatives. Why pay money for something that is such a hassle to manage?

If BlockBuster is smart, they'll start offering separate queues to customers on a single account. If money is the issue, they should just increase the monthly fee. If it's hard to code, they need new developers. This should be a no-brainer.

And all this time, I thought BlockBuster was the Mafia. I was wrong.