Probably the latter. In my view, Netflix (IBM, Amazon, Bloomberg etc) should consider what would happen if they were completely honest to their employees:
"You are a cog in our machine. We do not care for you. We only care for your work. We will pay you insofar as you can execute on our vision. Further, you will be paid according to how hard it is to replace you. If you can be replaced by someone who executes significantly better, relative to your pay, we will tell you to leave."
Needless to say, stating that would make many of their employees, especially the weak-minded and insecure (those who defend their terrible culture), unhappy. I imagine even those in charge of the culture, speaking those words, would feel bad.
And they should feel bad. While such overwhelmingly negative words should almost never be spoken with authority, these decision makers must at least be able to answer the question "What are we really saying to our people?" truthfully. And if the answer is something along the lines of "you're a cog in the machine", then something has gone very wrong[1]
In my non-expert opinion, if a company truly wishes to be a "good" place to work, it should know the distance between their words and the truth, and then focus on minimizing that distance.
Spoken more simply: the more dishonest a company is to its employees, the worse the culture.
[1] Or right, if the company requires joylessness to turn a profit.