Erik Sherman, for BNet:
…according to a quick survey done of 500 consumers by brand naming company Strategic Name Development, Netflix may have stepped into one of the worst muck holes it could have: blowing the name of its DVD division. And the reason it did was fear.…By associating Qwikster with the DVD business, top brass made the complete opposite choice of what they needed. The company could have brought on new name (preferably something with a more natural connection to the service that avoided the infamous suffix) and associated it with the streaming service. Netflix would have used the classic approach of promoting new name with the established one and then, over time, switched the emphasis.
Survey respondents suggested that Netflix should have named its newly-minted DVD service something evocative of the original Netflix name.