If you're actually watching content (a whole movie, a series, etc), the total actual usage of the service easily eclipses any time spent bouncing around the UI?
Isn't it still at least very unaware of them, to force you through such bad UI, even if your search time is 10min compared to 2h movie? If not stupid, then still unaware of significant problems of their product/platform.
Or maybe they're right and that's why piracy is growing rapidly. I share most of their complaints and it's a big part of why I quit paying for subscriptions.