I have had Lovefilm "watch now" for about a year or so. It hasn't been that great because there's not a lot of turnover of films that I want to see, but it has served a purpose. Since Amazon has taken over, they have done some things that are irritating par excellence. For one thing, they have almost doubled the price of the Amazon Prime subscription in order to integrate ex-Lovefilm as part of the package. What is someone doesn't want ex-Lovefilm? Second, ex-Lovefilm seems to have stalled in what it's offering, or perhaps even offering fewer choices than before, so much so that we're seriously considering canceling the subscription (but we can't, because it's bundled with Amazon Prime). I'm also cross that a whole slew of new films have been added to ex-Lovefilm, but at a cost, like pay-per-view. It makes navigating on the menu choices a bit more complicated and confusing.
I guess I see what they're after, but they shouldn't have bundled the ex-Lovefilm subscription in with a lovely product, Amazon Prime.