I think they seek to increase revenue in Europe and Australia + New Zealand (soon) from people in those areas. Most of their VPN users are probably people from those areas. I'm sure that MPAA doesn't want them to gain traction anywhere on this planet (see Sony email leak).
But they are not increasing revenue if people stop using their service because they can't access it anymore through a VPN. They will just loose money that way and give themselves bad press just like Blockbuster did. Oh well there is still Amazon prime.
Netflix is happy to increase revenue by serving customers via VPNs or whatever. The problem is that its contracts with copyright holders permit sales only in specified markets. Unless Netflix exercises due diligence to block access from excluded markets, it will breach those contracts, and will probably need to pay penalties.
They're available in France, Germany and other few EU countries which I don't remember now since the second half of 2014. Next year it will be Australia and NZ. If people from these countries won't be able to use VPN, which I suspect are most of Netflix's VPN users, they'll start using their local version. At least that's what I think it's happening.
