They could, but discovery is a challenge as they gain more contents. Imagine if there's a million things you could watch on Netflix, surely you can search for

They could, but discovery is a challenge as they gain more contents. Imagine if there's a million things you could watch on Netflix, surely you can search for things you know and then they can recommend the rest to you based on your viewing habit. There's going to be a large set of things that won't be recommended to you. How do you discover those? Either you never do or they start recommending things that you don't know and are outside of your interest which will only annoy you.