And just like that, it’s gone.

Netflix is quickly turning into the faux pas kings of the entertainment world with mistakes, mishaps, missteps, and misunderstandings popping up every couple of weeks. Their latest: the abortion of the new Qwikster brand before it made it out of concept mode.

“It is clear that for many of our members two websites would make things more difficult, so we are going to keep Netflix as one place to go for streaming and DVDs,” CEO Reed Hastings said in a blog post. “This means no change: one website, one account, one password… in other words, no Qwikster.”

Last month, Netflix announced that they would be separating out the DVD portion of their entertainment-rental business, keeping streaming video at Netflix and making Qwikster a separate entity to handle by-mail orders.

Wall Street loves the cancellation of the change as shares of Netflix are currently up $11.66, or 10%, at $128.87 in early trading.