[bilky asko]

It's future proof and rather clever, the way I see it

It treats the streaming and the channel the same way, but of course everybody knows what they're watching.

It's not that confusing, especially as channels just mention "stream it now".
So on E4 you don't get "watch it on C4", and it doesn't take much to understand that E4 and More4 are core Channel 4 brands

You don't watch Channel 4's on-demand content by opening up the dialling pad and pressing 4 on your phone, where as BBC iPlayer is still as interactive as ever.