Hastings went from Fortune magazine's Businessperson of the Year to the target of Saturday Night Live satire.
The company lost 800,000 subscribers, its stock price dropped 77 percent in four months, and management's reputation was battered. The price hike and the later, aborted attempt to spin off the company's DVD operations enraged Netflix customers. He said he knew that some customers would complain but that the number would be small and the anger would quickly fade. Hastings argued that Netflix was a great bargain.
Jonathan Friedland, the new vice president of global corporate communications who had joined Netflix just a few months earlier, asked whether customers on tight incomes might object to the price hike, according to people at Hastings' meeting.
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