Studio demands explain the changes to pricing and service plans, but not the creation of a separate business which doesn't interoperate with the original corp.
The only explanation I've seen touted around is about a potential selloff, but since every keyboard jock out there recognizes DVDs are a shit business, who is gonna buy Qwikster in 2, 3 years time? Nobody talks about that part.
I bet Jeff Bezos is happy as hell though. Hastings just dropped his guard and stuck his chin out.