Netflix

( Fred Prouser / Reuters )

What happened: In August, Netflix dropped a $9.99-a-month plan that let customers watch an unlimited number of movies online and rent one DVD at a time. Subscribers who wanted to keep the combination plan had to cough up $15.98 a month — $7.99 for movie streaming and $7.99 to receive discs in the mail.

The apology: Netflix stock prices slid 26% in two days, and on Sept. 18, Netflix CEO Reed Hastings apologized to subscribers. "I messed up. I owe everyone an explanation. It is clear from the feedback over the past two months that many members felt we lacked respect and humility in the way we announced the separation of DVD and streaming, and the price changes. That was certainly not our intent, and I offer my sincere apology." He announced a plan to rename the DVD service as Qwikster, dumping the plan the following month.