Agreed, 2FA is a good idea but it was never in the users' best interest to attain it via phone numbers. But when all these organizations saw an opportunity to

Agreed, 2FA is a good idea but it was never in the users' best interest to attain it via phone numbers. But when all these organizations saw an opportunity to couple a reliable phone number with what was otherwise in most cases, an account having just an email address, they jumped on it.