The name change and web site split is obviously the prelude to a spin-off. They split their stock between the streaming business and the mail business, shareholders get shares in both (and the right to hold or sell the portion they prefer) and the two businesses go their separate ways. It's a really smart way to deal with a company that has a developing business and a mature but declining business, and it will probably unlock significant value in the stock market value, because it lets people cherry pick which business they want to invest in.