To say people were angry when Netflix announced even more price increases in July would be an outrageous understatement, to say the least.

But instead of people just complaining and moving on like we so often tend to do, the negative reaction was matched by significant losses. Netflix shares have dropped nearly 20% so far, and the company’s previous estimation of around 25 million subscribers by the end of the third quarter has now been lowered to 24 million, meaning at least a million people have already decided to bail on the service.

Instead of just leaving things be and see how they turn out, Netflix is making some more big changes (though none to prices, no worries).