Yeah, and this doesn't come across as 'We've established the market, and now we're doing away with early adopter incentives'. Rather this seems clearly a 'Shit, we're bleeding users to other services, how can we force more people into paying for their own account?'
The execs seemed to have seen all of the customer complaints as to why they're leaving Netflix and decided 'Are we bleeding accounts because our original content is floundering, we've oversaturated our original content, we cancel almost every original series that gains popular traction, and we've lost most of our good 3rd party catalog to other services? No, no...it's the password sharing that's causing people to unsubscribe!'