Your assumption is almost certainly correct - it almost certainly has to do with negotiated license agreements for content. I'm fairly certain this will get a

Your assumption is almost certainly correct - it almost certainly has to do with negotiated license agreements for content. I'm fairly certain this will get a cease & desist letter before content providers go after Netflix - although their smartflix.io 's whois information points towards a UK registration, so it might have to wait till someone at Netflix UK Legal wakes up.