There's really no reason why this couldn't have been spun into a positive. They're effectively reverting back to the DVD-only plan they had 3 years ago because the streaming service got too big. And they're even dropping the price of the old plan despite inflation and higher postage. That's a lot of room to spin. Whoever wrote their announcement needs a new career if they can't even spin that into something that resonates empathy.
It's entirely possible to spin something like this without alienating their partners or customers. It would've been a simple formula to do this gracefully. Admit the change isn't great for everyone, (empathize, dammit!) remind everyone that three years ago it was $9.99 without streaming, (this whole thing has been a free add-on) and cushion the blow by making price changes look like price drops for most users. Example:
Thank you to all of our loyal customers who have followed us through our experiment with streaming these last 3 years! Through this time we've seen Netflix Streaming grow in new ways - from what we thought would be a small complimentary service into a product all it's own. All along we've tried to add new value to your Netflix subscription without raising prices but streaming has become too large of a product to make that possible. Starting on (DATE), Netflix Streaming will become it's own stand-alone product, available for $7.99, and will not be included with the classic DVD service. We understand that some might see the reverting of the classic memberships to their original form as a loss of value; after three years of receiving the free streaming add-on, you've come to expect more from your subscription than the DVD-only plan of the past. That's why we're pleased to announce that we're also dropping the price of the classic membership from $9.99 to $7.99.
Tag on a little rally cry or another thank you to the end and you've got some calmer customers. You'd think this would be second nature to PR and marketing people... I'm typecast as an antisocial Java programmer and I understand people better than they did... O.o