I dont think its anti consumer, just anti competitive. Why would you allow a direct competitior to show your content on their branded devices and interface to help them become a one stop shop for all streaming services?

Apple should not be allowed to become a streaming front for all other companies.

Yeah true, but also this is a bit like saying the lock screen of your phone should not become a "one stop shop" for all push notifications. I actually do not own an Apple TV but I just imaging you have a list of shows from different streaming providers on the "home screen" (like it is on my PS4). And on a technical level it is just an API you integrate with (same as push notifications), which helps UX.