The Qwikster meme refers to Netflix’s disastrous 2011 announcement where CEO Reed Hastings revealed the company would split into two separate entities: Netflix for streaming and Qwikster for DVD rentals. The move was met with immediate and overwhelming backlash from customers who hated the separate billing and the silly name, which was already associated with a Twitter user who posted about marijuana. Netflix scrapped the idea just weeks later, but the name Qwikster remains a legendary punchline for corporate hubris and poorly researched rebranding efforts. In meme culture, it is used to satirize companies making unnecessary changes or to illustrate a decision that is 'dead on arrival.'