Much nicer is a really big word for some scrobbling and suggestions.
I pay money for tracked stuff you say, but they're basically tracking what trakt.tv already does, hooking into their recommendation engine, and then serving the result in some nice sauce.
I think marketingwise this is brilliant, but I would never pay money for it. As said above, this is a nice to have feature on top of a lot of other things. Content availability being the most important IMO.
Detecting what you are watching on Hulu or Netflix is a stretch goal for them and according to their description it would only be for Chrome. Right now it's limited to avi, mkv, mp4, m4v files you watch on your computer.