Netflix to Eliminate Profiles Feature

Netflix is planning to eliminate the Profiles feature on September 1, 2008. Some customers use this feature all the time and love it. Others do not care. Regardless, why would Netflix take away a feature that many customers like so strongly? Could the Profiles feature really cost Netflix that much money? Is this just a publicity stunt? This move just does not make sense. If you have any theories or thoughts about why Netflix would make such a strange move, please post them here.