I wonder if you realise that everyone replying here is just a customer of Now, as you are, and nobody actually employed by Now is going to intervene here?
So all we can do is commiserate, agree, and offer you workarounds.
If you want to be heard by Now on this topic, then email customerservices @ nowtv.com (without the spaces) and let them know how you feel. If enough people do that, Now may well expand their QR approach to include existing customers.
@KennyBurns The easiest way around this would be , Check to see if your TV has 2 HDMI ports. If so then buy another Now Tv Stick . One person can have one Now TV device plugged into HDMI 1 and the other into HDMI 2
This way you do not need to log out . Just set up your own individual accounts,
and you will only need to log in the first time you set up .
An Android Smart TV with built in Chromecast would have been perfect in this scenario if both users also owned a smartphone or tablet and wanted to watch their different NOW Memberships on a shared television and kept to their own NOW Membership when watching on the same television.
Or alternatively look at a Chromecast dongle to plug into the television, where user 1 would have their NOW Membership permanently signed in on their smartphone / tablet and then cast to the Chromecast when they want to watch their NOW Membership, where user 2 would have their own NOW Membership logged into the NOW App on their smartphone / tablet and cast to the Chromecast when they wanted to watch their NOW Membership on the television.
No need to sign in or out of the NOW App of each other's smartphone or tablet if each person stopped the casting when finished (unless you are also cross sharing the two NOW Memberships, then you may has well have two different streaming devices connected to the television if you are not prepared to use a single account with both Memberships on that one account).
I would like to thank you all for your input on this. I now realise that you are all fellow customers and have provided some useful possible work arounds. I have not accepted answers as I still think the log in is a joke and until Now improves it is not fully resolved.
I have contected Now tv directly.