They have to support the lowest common denominator. I worked for a company that did camping reservations. Our system for remote sites involved a ranger getting up at 4am, starting a generator and powering up a fax machine. That was seen as an improvement over travelling 40 miles to get a weekly, guaranteed useless list or the honor system and cash payments.
It's like anything else, companies don't lift a finger unless it costs them money or runs them afoul of regulators.
It's like anything else, companies don't lift a finger unless it costs them money or runs them afoul of regulators.