I will never understand why Netflix or Spotify dont just chill out a little.

Netflix can't possibly get any bigger. Its available on basically every device to basically every economically active human on the planet. Its big enough that its used as a description of any streaming service. "Its basically Netflix but for books/anime/games/whatever".

At some point can you not just give it a rest? Or use the excess money to try and build a new business doing something else?