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Why does Netflix look different to everyone?

Think back to when you were scrolling through Netflix trying to find a new TV show to binge. Maybe that was yesterday, maybe it was 5 minutes ago. Either way, do you remember the last title card that caught your attention? Was it depicting a happy couple, maybe something funny? Or was it more horror-esque, or action-packed. Either way, you might not have known that that title card is showing just for you. That image may be different for someone else. How? 

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