The remote controls for the TV are NOT programmable, which means you cannot change the Netflix button to do something else. And yes, I agree that it would be help to have this buttom do something other than load an app that some people will use and others wont.
I noticed that in Kodi, you can use keymap editor addon to assign the sony remote to do specific things like open subtitles, context menu (right click) etc. BUT, the netflix button cant even be reassigned there, if you click it it opens netflix.
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