The eventual demise of its DVD-by-mail service has been inevitable since co-CEO Reed Hastings decided to spin it off from a then-nascent video streaming service in 2011. Back then, Hastings floated the idea of renaming the service as Qwikster — a bungled idea that was so widely ridiculed that it was satirized on Saturday Night Live. It finally settled on its current, more prosaic handle, DVD.com. The operation is now based in non-descript office in Fremont, Calif., located about 20 miles from Netflix’s sleek campus in Los Gatos, Calif.
