Netflix/Qwikster/Twitter

Although Netflix seemed to be one of those companies at the forefront of ecommerce, and one that seemed savvy about social media, it recently made a significant mistake when it rebranded it's DVD service as Qwikster.  As the BBC reports, the Qwikster twitter domain was already occupied by a Jason Castillo, a young man with a "fondness for football, profanity and referencing marijuana."  I doubt that this was the kind of rebranding Netflix had in mind.