If Netflix makes bad content, then I'll be mad they're forcing it on me. But if they make good content, in the long run I'll be happy they're experimenting with as-non-evasive-as-possible ways to get me interested.
To put it another way: it's better if they get more people hooked on more shows and that leads to more subscriptions, rather than them having to resort to crappy third party ads to afford new content.