Update: Netflix spokesperson Steve Swasey said that the decision to eliminate Profiles is a "final decision." Swasey also had the following to say:
Netflix is a dynamic company that continues to evolve and grow while consistently giving members to best online movie rental experience.
Think of where we were when I joined a little more than three years ago. Then, we had 2.6 million members and 35,000 titles on DVD. Today, 8.2 million members, more than 100,000 titles on DVD and more than 10,000 choices of movies and TV episodes to watch instantly on the PC and the TV.
With such dramatic growth and site and service improvements comes the occasional adjustment.
While discontinuing the Profiles feature is not desirable for the passionate folks who use it, the decision will ultimately benefit all Netflix members. By discontinuing the feature, we will be able to put more focus and resources site and service improvements that benefit everyone, consistent to how we have grown the service over the years.
Netflix sent out the following e-mail today to inform users that they are eliminating the Profiles feature on September 1st, 2008.
The Netflix help system has more information:
Q: What is happening to Profiles?
A: We will be eliminating Profiles, the feature that allowed you to set up separate DVD Queues under one account.
When? Profiles will be eliminated on September 1, 2008.
Why? While it may be disappointing to see this feature go away, this change will help us to continue to improve the Netflix website for all our customers.
Do I need to do anything? Consider moving all DVD titles in your Profiles Queues to your main account Queue. To do so, log-in and visit this page
How will this impact my account? On September 1, 2008:
All DVDs currently at home or in transit will be associated with the main account Queue
All Profiles rental history will be added into the main account rental history
Your additional Profile Queues will be eliminated. If you would like to keep a copy of each Profile Queue we recommend that you print them out
Prior to Profiles going away, we will also email you a copy of your Profile Queues
Profiles movie ratings and Profiles Friends connections will no longer be available
You will not be able to transfer your Profiles data to a separate new account
You will be able to set a maturity filter on the main account
How do you feel about the end of the Profiles feature?
Thanks to Wiley, Jesse, Kimberly, Johnny, Sarahbeth, RevRagnarok, Chris, Nina, Jeff, Brian, DigitalDave1, Joshua, Sean, Finy, Chris, Danno, Bill, Brian, George, Stesmo, Sam, Bjorn, Ben, and everyone else that sent this in.