Because it's against their business model. They want you to subscribe and not come.

Because not alienating customers is bad for business apparently

No wonder "no contract" chains are growing in some countries.

Less BS for the consumer, even if they have to "pay more" (i.e. the actual cost of the service).

(But yeah in the case where you actually want to pay for a gym membership and not go, those seem optimized for it)

Exactly. And while I don't want have the urge to use Netflix anyway, I'd sign-up for a gym that charges for actual usage without hesitation.

But that's why it only more interesting. We all are sadly accustomed that selling subscriptions you would never is the business model of most gyms. But then, what would be the reason for Netflix not to do this? This is really weird, I don't believe they would do this just to be good guys, and I don't see what can be the reason for them to do that otherwise.