cookiecaper is on to something when he says that Netflix needs to offer a white label service - but it goes deeper than that, and there is one very stupid road block to seeing it happen.
In order to obfuscate the entire business model and tie up legal battles, content providers consider streams to an iPhone, an Android device, a PC, a Mac, a PS3, a blu-ray player, and an internet TV to be completely different services - and the content providers want different rates and pricing to each device.
A stream is a stream is a stream is a stream! (...imho)
This is the major reason that Netflix hasn't yet been able provide an open streaming API and the real reason TV hasn't seen the explosive changes that music and mobile phones have seen over the past 15 years.
Almost all video services feel ancient when you're watching them - the user experience is marginally better or improved over what our grandparents were watching 50 years ago.
Where is the bottom line streaming my Twitter lists relative to the genre I'm watching? Where is the onscreen chat with my wife when we're in different cities when our favorite show is on? Where are the annotations on movies from friends, celebrities, and critics? What did my favorite sports writer think of the last play?
Why is the biggest screen in the house so dull? Why can't I buy once and play anywhere?
TV can and should be so much more, but content providers would want $2/user for every incarnation of each feature I described above - because to them, a stream isn't just a stream isn't just a stream isn't just a stream.