They have changed the way it works slightly but I can't see them doing away with it.
If you have 6 family members and one account manager, one credit card and one purchaser, then naturally different people will want to watch different things and will need access to them. You may want to buy a film for the kids for instance that you have no interest in watching yourself and which you let them watch in the TV app on their computer.
More people using it will undoubtedly mean more sales.
With the new streaming service coming online in a few days, you will take a family subscription and each member of the family will also need access to that just like with Netflix now.
So it isn't going to go anywhere, in fact, it's going to be important to them.