This does seem like a strange plan, but one thought that occurred to me is that, probably, when the big content owners are negotiating about how much to charge for streaming (or deciding if they will even be available), the fact that their content is already available on Netflix via the DVD service makes it hard to force them. Imagine after this change, where if you have the streaming only service, even the recommendations don't show the DVD-only titles. Except for certain big titles that you search for, you will never know what you are missing, and those titles will drop off the radar. And if you are happy with the streaming-only titles, then what is your incentive to go with the separate DVD-by-mail service.
This may help the big content owners come to their senses and allow streaming, or even download rental. I think what we are seeing are the effects of the current and impending shakedowns by the content owners, who prefer to own the channel and thus the profit inherent in the channel.