I think this is a win win for everyone (that uses the apple tv app) and the streaming services.
That's one of the reasons why I watch so little on Netflix, I just keep forgetting to check the separate Netflix app until I eventually remember. If the content is shown where all my other streaming content is shown and recomendations for new/similar stuff, I obviously watch more of it. Just stupid if you have a ton of separate streaming apps and they don't integrate. All the other streaming services I use (well most) are nicely integrated into the Apple TV app and I even get recommendations to watch new things on those streaming services. Welcome back Netflix to my streaming