Better analogy would be a book store. Imagine, you want to buy a book that's not available in your country. You can travel to the country where it's available and buy the book there.
In the digital space, the analogy of travel would be using a VPN to bypass geoblocking. That's why using the VPN for that purpose should be perfectly legal, and those who try to forbid it (Netflix and Co.) are xenophobes (it would be like refusing to sell a book to a foreigner which comes to a store in another country).
The problem of course is that as usual, some try to translate realities of the physical space (with regional market segmentation) to the digital ones, where they don't make any sense. But they are eager to do it when is suites their interests (geoblocking). But when people use the same invalid translation, and virtually travel to bypass geoblocking (VPN), geoblocking proponents whine and want to declare it illegal. Hypocrites.