Desperate Netflix Wants to Become <I>Part</I> of the Cord

NEW YORK ( TheStreet) -- This isn't quite new, but as is often the case with Netflix ( NFLX), its executives throw random junk "out there" from time to time, going back to it as required.

These guys don't care about being consistent. In fact, Reed Hastings' gang lives and breathes contradiction: At Netflix, it's not about magic, it's about tricks.

Of course, Netflix has already cut a deal overseas to be one, on a limited scale at the moment, with Virgin Media's set-top box.

Now, at an investment conference, it "innocently" spews: We've had an open offer out to the cable guys for two years. We want to be an a la carte option on your multichannel smorgasbord.

Yes, young @Rocco_TheStreet, you have a point. What a gaggle of unbridled hacks.

So very curious. Incredibly curious actually.

Either you want to be part of the cord or you expect people to continue cutting it (they're really not in meaningful numbers). Either you are with the traditional television guys or your are against them.

If you read me, you know I don't believe in the sort of dichotomy I illustrate in the last paragraph. I only go to it to say Netflix wants to have its cake and eat it to.

In one shallow breath, Hastings and his boys tell us they're nothing like traditional television.

Netflix doesn't use a programming schedule like the "linear" crowd does. It blows entire seasons out at once. Netflix doesn't have to report viewership numbers because, unlike the traditional television types, it doesn't sell advertising. Netflix can tell us how excited the world is as it anticipates originals such as Arrested Development, but it doesn't follow up the hype with hard data to support such misleading euphoria. Not like the ultra-transparent HBO (a division of Time Warner ( TWX)), who, by the way, doesn't sell advertising either!

The media will spin Netflix's call out to the cable companies as positive. That's what they do. They find any way to continue the fairy tale. I don't quite understand why. You'll have to ask Brian Stelter and David Carr over at The New York Times. They organize sign-ups for the Netflix Cheerleading Squad's Media Division.

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