A warning on this would have been nice, but I hate that they’re doing it regardless. If I want to browse TV shows or movies to purchase on my Apple TV, all the iTunes Store content is commingled with media that’s only available on streaming. Even if you stick to the “Store” section, you’ll see plenty of movies and shows that require Apple TV+ or another streaming app and subscription to view.
I haven’t played with the new Store section myself, but this sounds crappy. It should be purchasable stuff only.