I read once that for Netflix, these users were not seen as "easy money" but as a genuine problem, because that's revenue they can't count on to last. Their act

I read once that for Netflix, these users were not seen as "easy money" but as a genuine problem, because that's revenue they can't count on to last. Their action both removes a problem on their side and is good for customers. Win-win. So probably not entirely altruistic (nothing is), but at least partly.