After using Netflix for quite some time, I have no evidence to support any hypothesis other than that their overall selection is secretly horrible and that they wish to conceal this however possible.

Evidence includes but is not limited to: Their user interface appears to intentionally border on unusable, a rambling Quora post by a C-level exec about how advanced search (a la Gmail) would ruin the world, and they've shut down their API, making it harder for third-party sites to index their selection, and allow positive UX to be possible thereby.