You're focusing on the wrong side (IMO). Paying poor people a bonus on top of money they save
is helping the poor, mathematically and psychologically.
I won't deny that rich can take more advantage of this program, but the working poor at Netflix also can.
If you allow someone who is poor to save even $200 in an ESPP and give them a 15% bonus on top of that, you both introduce them to stocks as well as give them $30.
True, if someone literally doesn't take any advantage of the program at all, taking it away hasn't hurt them. What I suspect instead happens (from having worked alongside good and hard-working "blue collar" workers) is that Bob figures out that if he just saves a little bit in this program that sounds too good to be true, he gets more money, then he does it and it works, then he tells Charlie and Dave about it (bragging about his maneuver, but also wanting his friends to get in on this), then Charlie tries it, then Dave is convinced, and they tell their two best friends at work, etc.
Don't focus on how much money Chad and Biff are making from this program when considering eliminating it. Worry about the warehouse/call center worker and don't screw them over by killing it just as they're getting started saving.
The warehouse worker or call center worker who started out saving just $200/yr in the program and spending that money on Christmas for his kids is way better off after a few years when he realizes he can start tightening his belt around a few 'little leaks' in his life and the cycle of pure paycheck-to-paycheck starts to get broken. Maybe he gets up to $200/quarter (about $3/workday), then $25/week...