The "Max" fiasco was pretty much the strangest branding mistake ever. Not just an obvious mistake but it was honestly kind of a mystery that anyone would even be tempted to do that.
Remember when Netflix almost split its brand with "Quickster"? It was the dying DVD by mail service, but the whole debacle did nothing but confuse people.
True, although Netflix knew the DVD business had no permanent future anyway, so they really didn't care. If they'd picked a less silly name like "DVDflix" or something, it wouldn't have become a viral story, but either way it wouldn't have changed NFLX's fortunes.