What they might be thinking is to start an online VoD service themselves, they could offer it as a bonus to cable subscribers as a way of enticing subscribers.
Netflix, and even companies like STARZ, may have issue when internet TVs take over completely and all studios/channels can easily setup their own 'channel' to stream content rather than having to join services that have a foothold on consoles, devices and TVs currently. The middle man is getting worked out of many markets. Why wouldn't the movie companies that license to STARZ want to collect from all that content? STARZ may just have killed themselves off.