As I understand it, this program is for people who have one account and one login and are sharing it to others who then use that login to connect to Netflix from another residence.
For example: I live in Seattle and have a Netflix account that allows four devices to connect. My Netflix account is
MyNetflix@live.com. I have only two devices in my house, so I give my account information to a friend who lives in Portland and they log in on their two devices using my
MyNetflix@live.com account.
Doing the above is what Netflix wants to monetize.