It's some criminal gangster saying "hey that's a nice free ad-tier, shame if something happened to it. Listen, you pay me $36/year for protection, and all this goes away. Capice?"
Remember when the appeal was that streaming was cheaper than cable? So, yeah. Shareholders were not going to just take that lying down when they know what can squeeze their consumers far harder than they anticipated.
Plus, they are now removing movies that you have "bought" or "purchased" while offering NO refunds.
"If buying isn't owning, pirating isn't stealing" -Cory Doctorow