A 10 is overstating it, I think. Netflix gives reasons for why they collect the data (recommendations, continue watching cross-device, ...). Given the Netflix prize, I don't think we can be too surprised that they're collecting data for recommendations (or figuring out whether licensing deals are worth it). I'd give it a weak 2 on the creepy scale.

I agree. All the little value-added features they support that makes them different from competitors requires tracking more information. Being more useful with the same inventory is a matter of helping people utilize that inventory more effectively. That means knowing more about your customer. This isn't new with the internet, businesses have always tried to know and understand their customers. The internet just makes it easier to know more about individual customers, instead of broad categories.