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There are basically two ways this can go depending on how the original pitch was done.
1) Netflix phones up Matt and says "hey we've got a few million bucks hanging around doing nothing, want to cook us up a pilot series for a new show?" The result will be an obvious load of total bollocks (actually what we've seen so far in season one)
2) Matt has a fantastic idea with a layered and self-referencing plot, a la Futurama, and has convinced Netflix to back this new vision. Hopefully, the result of this will be a fantastic show.
Tl;dr - the future of this show was decided when it was pitched, by who pitched it to whom.