"Declining use" is a result of Netflix's own decisions to downplay reviews because they were helping people decide not to watch movies they wouldn't like.
Why should Netflix care if you watch or don’t watch a given movie? What they should care about is whether you stay a subscriber or not. If they try to push too much garbage, and not provide good tools to filter out the crappy content, they’re just wasting people’s time. Users will get frustrated and leave. I did!
You'd think, but the people running Netflix are human. They do not always put business success first. There have been a number of highly political things produced by Netflix that were heavily promoted. People slammed them hard in the reviews and comments.