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"I messed up. I owe everyone an explanation." Thus begins a blog post by Reed Hastings, CEO of Netflix, announcing a new change to the company -- a change that is almost guaranteed to further irritate an already angry and frustrated customer base. The change, in a nutshell, is this: In addition to charging separate fees for its streaming and DVD-rental services, Netflix is formalizing the separation of the two businesses. The DVD-rental service is now a separate subsidiary called "Qwikster." The name "Netflix" will be used for the streaming operation.