If you have used those services within a channel, you would definitely know the hassles. A service like Netflix incorporated as a channel with ability to switch to content you need, you can only imagine the amount of hassles that will offer you.
A smart STB with android would be a future proof option for TS. Nowhere did I tell about this being exclusive for Netflix.
This is not targeted at each and every customer. Premium content, premium customer, thus the business. Adding via satellite is just not possible, only thing that they can add as a channel is a preview channel to serve as an advertisement for Netflix with clips and trailers.