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I can almost guarantee this was some stupid marketing exec’s idea. Someone had to write the code that interprets that you’re watching an episode that someone else has available for streaming. Any software dev worth their salt would have seen this request and said “This is the dumbest fucking idea I have ever seen in my life” and they probably had to make it anyway because it pays the bills.
Look at Mr. Fatcat over here eating out while we’re on the verge of a recession.