They're following the amazon model of reinvesting in themselves i believe. Plus, it's not like they really have a choice. Once the heavy hitters start pulling their content, they're gonna have to find things to replace it with.
Thing is.. this is the right play. When all the other studios pull their content thinking they're gonna put shyt on their own streaming platform, they're gonna realize that only the die hard fans of certain content will also move with that content. Everyone else will just find a netflix replacement that may not be quite as good, but works. I mean why pay $15/Mo for HBO for only 1 or 2 shows that you truly care to watch when you can get so much more for you money with Netflix? Netflix is no longer a platform, it's THE platform.