As long as there is a simple option to turn it off I'm OK with it.
It's like Android bloatware - if it can be easily uninstalled (by an average user, without root) then it really isn't in the same class as the normal, uninstallable, pernicious bloatware that we all hate.
It's the 'popular' thing to do. Youtube for Atv started that also, as does Facebook Live. I hate it. I'm come to the realization that these companies do not care about consumers or what they actually want. They want $ and to push their content.