I don't think Netflix should have to engineer a solution to that problem AND pay the ISP for the privilege of saving them tons of money.
If the costs (4U of rack space, networking equipment, and network engineering around privacy/security) are more than the ISP would save, it's an easy decision.
Note that in this case, it does not appear to be the use of an appliance. If that were the case I think we'd see the Netflix content coming from a Comcast IP.