This is Netflix's fault for giving in to Comcast.
Don't stand up to one bully? Don't be surprised when the rest see you as Free Lunch Money
Why do you think Netflix didn't "stand up" to Comcast, et al? I'm certain you don't really think it's because somebody was "bullying" Netflix like a schoolboy on lunch-period recess... Anyway, that is certainly not it.
Netflix is a business & the ISPs are businesses. Netflix tried to get as many free direct connections to its network as it could manage--SuperHD is of no direct financial benefit to ISPs but it is to Netflix, of course. Several ISPs did in fact hop on the bandwagon, though, and when Netflix estimated it had done as well with that particular PR campaign as it could it started paying the mega-ISPs who balked to put in the extra hardware that would serve Netflix' customers best. Be thankful that Netflix is so sensible on the matter. I am.
It's pretty simple: Netflix is a for-profit commercial venture just like the ISPs. Isn't it obvious that Netflix needs the ISPs far more than the ISPs need Netflix? Think about the reality of that situation and it's pretty easy to figure out why Netflix stepped up to the plate for its customers. ISPs have a very broad business that serves far more interests than merely people who want to watch Netflix movies in Ultra or SuperHD... OTOH, those people are the only customers Netflix has...and if Netflix hadn't stepped up like this it would have simply opened the door for an enterprising competitor to do it. Once Netflix rang the "Open/Direct Netflix bell" is could not *unring it*, you know.
Anyway...my ISP provides me with a lot of bandwidth and I've had SuperHD content for several months--my ISP went ahead and jumped on board and my ISP is not Comcast, TW, or Verizon (thank goodness on all three points.) If Netflix wants to firmly cement its market position for movie streaming it had to pay the money to provide the kind of services for its customers that it so publicly has offered.
Basically, if you are an ISP with 2500 customers it is one thing to set up a direct connection with the Netflix network. If you are an ISP with 20,000,000 customers, it is quite another...
I love Netflix but here's the way I see it: SuperHD is something everyone should enjoy--it should be the only standard available, ideally. By omitting any mention of SuperHD ISPs, however, in its monthly bandwidth charts (where is Cogent?), Netflix seriously hurt its PR campaign to try and force the ISPs to pay for hardware roll-outs to Netflix customers. There are many ISPs that Netflix does business with that supply > 15Mb/s down (what Netflix says is required for SuperHD)--the company erred grievously in not mentioning these ISPs in its PR campaign. They pretty much blew their credibility with me at that point because I couldn't conceive of why Netflix didn't want to discuss its OpenConnect customers and SuperHD and give those ISPs proper credit. I still don't understand that, but anyway I am glad that Netflix is stepping up to the plate for its customers. It's about time, imo.