Yeah, I had completely forgotten about that change!
Interestingly I'm paying a dollar LESS than I would directly. $12.99 through Apple, $13.99 if I switch to direct. I actually looked into it to see if there was a difference and I expected it to be the other way around!
Oh well, if it cost the same I'd switch it just so Netflix gets to keep more of the money. But if I'm saving a buck a month leaving it on iTunes, so be it. Maybe it's an "ancient customer discount"? I've had Netflix through Apple for many years.