But wait! According to Iger, there's not rush. Disney wants to get it right:
"We're purposely not announcing when it will be rolled out. In effect, a lot of the features of this product will actually be rolled out over a long period of time. We want to make sure that we get this right before we go too fast with it. But so far, we're very, very excited about it." - February 5 2013
"It's at various levels of beta testing right now. We want to very careful that it is working absolutely right before we roll it out to the general public. There's no reason for us to rush it to market." - May 7, 2013
"It's really not having an impact from a revenue perspective really at all because we're still rolling it out in what I'll call a test phase. The reason for that is that this is a very significant undertaking from a technological perspective, and we really want to make sure that we walk before we run because we don't really want to overload our technological backbone." - August 6, 2013
So, at 3 straight financial calls, Iger has said it won't roll out until "it is working absolutely right".
I guess if it will be fully rolled out by October and a number of software engineers were fired, then they must have been let go because all the problems have been solved, right?