This has been done to death in other content areas (I think there are more emulated-game library browsers than there are emulators!) so why not for streaming services? Is it that the streaming services don't expose the deep-linking ability?
Honestly, I think Netflix has become full of themselves. They pretend to have discovered some universal truths in how to create the best UI experience and suggestion system, and yet they have A/B tested tge interface over the years to this pile of garbage. It even hangs Edge frequently when I first open it there; the only browser that will play 1080p for me!
Give me a break Netflix; you're drunk on data.
I am not a Netflix user, so this is just a guess, not an analysis. But could it be because user reviews used to be featured more prominently, but they were de-emphasized into oblivion over multiple years and UI updates?
I know a news organization I visit frequently did this to their comment section. After their last UI design, they might as well have been put them the bottom of a locked filing cabinet stuck in a disused lavatory with a sign on the door saying 'Beware of the Leopard'.
70% of Netflix's viewing happens on TV. You couldn't even access user reviews on tv.
15% of Netflix's viewing happens on smart phones and tablets. You couldn't even access user reviews on mobile.
So 85% of Netflix's viewers (TV, phones, tablets) couldn't even access the reviews from their viewing-devices.
You could only access reviews on desktop/laptop... Which accounts for only 15% of Netflix's viewers.
In a lot of ways, the user reviews are mostly a vestige of when people used them while adding DVDs to their queue.
Talking about a popup is a non sequitur, it's not like the web site does that.