I don't think they all think we want it - they don't want to share the profit. A company like Disney doesn't need Netflix and would make insane money with any one of their individual libraries (Disney Classics, Marvel, Star Wars) let alone all of them. Personally, Netflix gets worse to me all the time. They are carrying less content from studios in favor of their own originals, most of which I don't care about. Some of that is part of the studios pulling their stuff but I think Netflix started moving away from the studios, which caused them to start looking at their own services.
It will be interesting how it all pans out. I think Disney's will be be at the top of the game but if companies start rolling out underwhelming platforms like how I see that DC Universe service, many will fizzle out.