The approach of tacitly allowing account sharing to build viewership then cracking down on it to boost revenue is smart enough as a business strategy. It signals what most of these companies will do when it comes time to really monetise.

It's less extreme than Hulu's method of going from an all free service to a subscription service. When you think about it from Hulu's perspective there's no way they would make less money and unlike social media sites like Twitter or Facebook the users' labor isn't the content. The movies and tv shows are.