They want people paying more money to them. If Netflix paid $1M (This is just an example, I have no idea what actual costs are) to offer House MD to their US customers that's all fine and great, but the content owners want them to pay another $1M to offer the same show to Canada, then another $3M for India, etc, etc as opposed to them just handing it out for the same price for the whole world.

The other option would be asking for $20M to offer the content to the world which in turn would mean rising Netflix monthly fees. Either case it is the customer that suffers in the process.