I mean, it was only a matter of time.
It's also short sighted. The biggest hurdle to piracy is always convenience, and piracy is absolutely the biggest threat to content providers, especially the ones relying on very expensive content to draw people to their service.
So for example let's say you're Netflix and you spend $$$ to make Stranger Things. That's the kind of show you expect subscribers to be lured by, and then stay for the rest of your stuff. Finding this show online is very easy but it's still easier and more convenient to have a Netflix app on your phone and the content is just waiting for you, keeps track of where you left off, suggests similar shows based on your watch habits, etc. Same thing as Game of Thrones, Westworld, etc.
If it becomes too expensive or annoying to have 5 different apps to watch all your stuff then Android Box or your torrent client becomes a more attractive option, and given the budget of these productions they can't afford to miss out on subscribers. Even reduced subscriber growth (let alone loss) can be disastrous when you spend that much money on a small number of shows.
I mean, sure, but even with piracy, these companies make money hand-over-fist. I mean fuuuuuuck, Game of Thrones is the most pirated show in history and they're still spending exorbitant amounts of money on it.
