The funny bit to me is how obvious they are about restructuring their business model. Netflix clearly wants a greater proportion of their revenue to come from advertisers, so they're charging exorbitant prices for the 4K and, in particular, standard plan while keeping the "ad-supported" plan fairly low. They were probably seeing waves of short-term subscribers in response to big releases and are trying to bait those people into staying subscribed permanently while also milking then through advertisements. I wouldn't be surprised if the standard plan is removed at some point because it's such bad value now.