I think you fundamentally don't understand that they are held hostage by content rights-holders and have no say at all in it and that they are simply change agents in a painful paradigm shift for the content distribution industries.
Right now content owners still make more money from broadcast TV rights (which often require exclusivity periods) and DVD sales (which need exclusivity to make sense at all) of their content, and this revenue stream is directly cannibalized by the fundamentally less profitable streaming model (for the price of one DVD you can watch all day long, every day, while a couple others in your household could as well, there's no way to make the economics of that make sense compared to the old mediums they were gate-keepers of).
The fundamental business model of unlimited streaming for a handful of dollars a month means they will lose on this revenue forever. It will not ever be the same because the distribution of content is democratized. So they are basically going to hang on as long as they can, and try to screw Netflix over as much as they can while still hedging their bets with Netflix with the content they don't care about.
They will do this because if Netflix becomes THE place for this, like iTunes has the majority of the digital music market, they will be able to dictate more favorable terms, like iTunes has been able to do for music for some time in an example they want to avoid (but they are still not able to for TV, movies and Books, even though Steve Jobs shared your opinion that the price was exorbitant and tried to get them to try lower pricing in the last year before he died). If they move too quickly to become THE place themselves, then they hasten the demise of these revenue streams. So what they do, is become the obstructionists, just trying to stem the bleeding on their watch. They also started HULU themselves but aren't doing very well at it with the whole shooting yourself in the foot thing they have going on if you look at it long-term.
So until some streaming service gets enough clout to break this grid lock, we'll just have to wait for old mediums to die off more slowly. That is why you are silly for blaming Netflix management as they really just need to try to inch their way forward and survice, they have little other choice. And you really ought to cheer for them if you want a better service as they've done nothing but advance your cause. What they provide is a fundamentally more convenient and fundamentally cheaper service than the people who are obstructing them.
Edit: and if you think that HULU is a great buy, remember that the content owners that started it are backing out of it and will guarantee the content rights in a sale for something like 5 years. That only means you have bought a license to the content for 5 years, as that is all the entire company is worth. If they don't plan to play nice (and with YOU) after that then you could be the proprietor of an expensive lemon.