For users of Profiles, I have good news to report: we will keep the feature with no plans to discontinue it.

We were persuaded by the well-reasoned, sincere responses of loyal members who very much value this feature. As someone who enjoys helping his four-year-old daughter manage her one-DVD-at-a-time, G-rated sub-account, I identified with these thoughtful pleas to maintain Profiles.

Because of an ongoing desire to make our website easier to use, we believed taking a feature away that is only used by a very small minority would help us improve the site for everyone. Listening to our members, we realized that users of this feature often describe it as an essential part of their Netflix experience. Simplicity is only one virtue and it can certainly be outweighed by utility.

As for improving Profiles, there are no definite plans in place yet, but, like everything at Netflix, we seek to make it better and we are open to suggestions. Non-users of the feature and new members will be able to access Profiles in 2-3 weeks. Existing users will be able to continue their use, uninterrupted.

We apologize for any inconvenience the previous announcement caused.

Enjoy.

-Todd

Emails from Consumerist readers sharing the good news hit our mailbox moments after the news was released. Here's how some of our readers are reacting:

Rick: "Sounds like Netflix got the message. Personally, I never used profiles, but it's nice to see that they are willing to say, OK, we made you mad, so we're going to make things right. I like the tone of this message — not too sappy, silly, or over-apologetic. Most companies insult your intelligence one way or another with their apologies."

Sonya: "Yay!"

Keith: "Netflix does take us seriously :)"

Di: "I wonder how many people have already sold thier soul to Blockbuster over this. Oh well."

Steven: "We win I guess!"

Profiles feature NOT going away [Netflix Community Blog] (Thanks to everyone who sent this in!)
PREVIOUSLY: Netflix Eliminates User Profiles, Infuriates Customers
(Photo: Maulleigh)

Incredible shrinking service. Every single person I know uses Netflix uses profiles. For those out there who don't, you can create profiles for different people using the same account, and allow those people to maintain their own list of movies. For example, I get two discs at a time from my queue, my wife gets one at a time from hers, but we pay for just one 3-disc at a time account.

I called Netflix to tell them that if they do this, I will cancel service with them - I made it clear to the poor guy that answered the phone I wasn't going to yell at him, I just wanted to lodge my protest. It seems he's taken LOTS of such calls. He told me to log into my account, click on the Contact Us link, and go to Suggestions and put the information in there. Apparently that page sends information to the correct people. I certainly hope every Consumerist reader who is a Netflix user does just that. Netflix has been one of the better companies I've dealt with, and I believe that if their userbase tells them "no, you are being dumb, stop it", they just might. This also might be the point where they have realized they have Blockbuster just about beat and are starting to abuse their customers. I hope not, because I'd rather they not let Blockbuster up off the mat.

Here's the email Neflix sent out, announcing the discontinuation of profiles:

Important News Regarding Netflix Profiles

Dear ,

We wanted to let you know we will be eliminating Profiles, the feature that allowed you to set up separate DVD Queues under one account, effective September 1, 2008.

Each additional Profile Queue will be unavailable after September 1, 2008. Before then, we recommend you consolidate any of your Profile Queues to your main account Queue or print them out.

While it may be disappointing to see Profiles go away, this change will help us continue to improve the Netflix website for all our customers.

If you have any questions, please go to http://www.netflix.com/Help?p_faqid=3962 or call us anytime at 1 (888) 638-3549. We apologize for any inconvenience.

- The Netflix Team

The ability to have "his and hers", or a kids queue, is pretty essential to the Netflix service for some people. However, according to Netflix's FAQ, they will be emailing people a copy of their queues so they can rebuild their selections. Will this drive you back to the arms of Blockbuster?