It is to give you the appearance of large selection though they don't. UI gimmicks to steer you away from the low selection problem. Frustrating for a small selection their customer base - mostly tech people who can see through this bull-shit. Annoying, but not enough to quit the service. Netflix knows this. Any smart person who realizes this will feel like an idiot for being taken for a ride like this. Gives up and submits to this treatment as Netflix is rather top of the market in selection for non-linear TV.