Whenever I watch a movie with some of my extended family, there's always someone who asks why the movie doesn't fill the entire screen. They want either the black bars removed and the area filled with images (like Photoshop Content-Aware Fill?), or the whole movie zoomed in (cropped) so that the sides are lost. I, along with some of the other serious movie-watchers in the family, have to convince these individuals every time that no, that's not how you watch a movie. (My favorite argument: "That area is reserved for subtitles.")
But I don't think most of the general public cares about the aspect ratio, only about utilizing the maximum square footage of their overpriced TV. Netflix is just catering to this demographic, just like DVD vendors who came up with 4:3 versions of 2.39:1 movies. The number of customers who complain about the wrong aspect ratio is probably much smaller than the number of customers who complain about the black bars.