If profile "Joe" logs in from Toronto all the time, and profile "Bob" logs in from Calgary all the time it's pretty obvious accounts are being shared.

I don't know if this is a good move for Netflix but there are people completely bypassing the terms and conditions that would be trivial to spot yet everyone likes to act like Netflix is trying to screw over legitimate users.

They are trying to get people to follow the terms they agreed to when creating an account. The problem is they waited so long that peoe just have the expectation that they can share accounts no problem.

If Netflix tried to enforce the rules when they were dominant it probably would have worked.

Today between Disney+, Crave, prime video, and Netflix... Netflix would easily be the first subscription I'd drop if I felt like things were too expensive.