I tend to think the smartest among them realize that the world is changing and big budget entertainment will increasingly have to compete with more and more free and low-cost entertainment options on the internet, but what are they supposed to do about that? The only rational thing is to extract as much value from their content as they can while they can. Freezing out NetFlix may well help profits in the short-term, which is the best they can hope for with the way the market is going. Eventually they will have to take less for streaming deals, but we are still a ways from that point.