Couldn't agree more, the interfaces of Netflix and Amazon are far faster and smoother than Now TV.
In terms of picture, even though 1080p is finally an option with Now TV, sometimes I still feel its not as sharp compared to Amazon 1080p.
Thankfully Netflix allows us customers to take out 4K plans, with 4 streams at once. And Amazon, well don't know if there are any 4K content via Prime, but you are certainly allowed to purchase 4K content.
Literally now a handful of shows I rely on Now TV for, but even the majority of them are massively delayed for being aired compared to the US.
I got the 7 day free offer to watch "the trip to Greece"
Shocked at how poor the image quality is
It's also pretty 2000s to expect people to download an app onto your desktop.. but I guess that's to stop people pirating..