EDIT: Sorry, I misunderstood something. Netflix has indeed been making a profit.
A company with a positive cashflow and GAAP profitable is in the best spot, followed by a company with a positive cashflow and losing money in GAAP-land, followed by a negative cashflow and positive GAAP-land, followed by a negative cashflow and negative GAAP.
Content should be amortized as it will generate revenue for years. It's essentially being treated as a capital expense, which isn't unreasonable.
Intuitionistically, it makes total sense that you get a clearer picture of the true state of the finances of Netflix as a going concern if they recognize the costs of a show on their balance sheet over five years when they expect subscribers to still be watching it for the first (or second, or third) time several years on.