That's only true if businesses act with perfect rationality towards long-term thinking and have perfect information, which is obviously not true. The middle man

That's only true if businesses act with perfect rationality towards long-term thinking and have perfect information, which is obviously not true. The middle manager with numbers to hit for the quarter probably doesn't care to do the research to see if the company would benefit from being more accessible. The project manager who doesn't really know have any disabled people may not even think about accessibility when designing the main initiatives for next year. And on and on.