Surprised it wasn't done earlier. Shoulda sold to redbox.com. How that business is still in business is beyond me. But I guess not everyone needs streaming. The sum total of streaming providers is probably more than what I used to be pay for cable at this point.
They tried spinning it off as Quickster some years ago. It was an epic PR failure. I suspect that's why they're throwing in the towel now: they don't want a repeat even if the business could be saved.