I've always noticed that Netflix's software/interface was very different from other providers. For instance, it is very noticeable that the Hulu and Amazon Prime apps both use the same interface, at least that's how they appear on my Xbox 360.
But Netflix has always been distinctively different. I think that Netflix has gone beyond establishing a brand by having a naming convention of just how things move and are displayed. But then again, Netflix is an interactive space on all platforms, so maybe it is just taking our 2D idea of a brand guideline to a new level.
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