The problem with NetFlix' approach is that we've seen it before. Attempting to have the same UI, the same look and feel, across all endpoints results in a "platform" which is crippled by that constraint. Such applications never look "right" on any endpoint, always have limited functionality, and often perform poorly. But hey, that's their choice. I just think it's a louse one. In my opinion this choice has a high opportunity cost in that they forgo the opportunity for a truly outstanding experience. Effectively they force everyone to have a crappy experience instead of letting anyone have a great one.