I can almost guarantee this was some stupid marketing exec’s idea. Someone had to write the code that interprets that you’re watching an episode that someone else has available for streaming. Any software dev worth their salt would have seen this request and said “This is the dumbest fucking idea I have ever seen in my life” and they probably had to make it anyway because it pays the bills.
I knew this year’s awards were a joke the second I saw Starfield nominated for (and subsequently winning) ‘most innovative gameplay.’