Why is DirecTV requiring you to buy a device or constantly log in every time?

so I have a Samsung TV. I have had DirecTV for several years.  I never rented the streaming box.  I was told I didn't have to.   Now, mostly just this year, they are requiring you to sign in EVERY TIME to get into the DirecTV streaming APP.    I don't want another box or dongle like the fire stick or roku device.   I was told when I signed up that I could just stream the app.

Not so anymore.  I've been on 2 different conversations over the phone & chat with their support people.   All they keep saying is sorry, you need to use the app to not have to sign in every time.   That just changed.   To rent their device, an additional $5 a month to an already high bill that just went up AGAIN.    They have no solution and no apologies.   just a money grab.   

I asked if this was going to be fixed and they just say, we've elevated it up as far as we can.   Sorry.

Seriously?   There are lots of ways to stream TV these days, not just DirecTV.   They don't care either.  When I said about switching, he said, do you want me to walk you through how to cancel your DirecTV?    NOPE.  I definitely know how to cancel the service.

So, what gives??   Why all the sudden are they forcing streaming to go through a device?   I thought that was the point of direct streaming through the app on your "smart" TV?