They do care, because it adds up at scale.

Google, MS, and Meta each have millions of accounts they manage. Billions for Meta. Their the ones pushing this.

The average user needs 2 resets a year at the enterprise level. Let's say that the Meta self-service system uses $0.01 in total costs to process one request. For Meta alone, that's $20 million a year, not even taking into account all the shitty "fraud prevention" stuff they have to go.

So if you can change your system to make the grandma that's driving up the average have to use a passkey, it saves Meta money - AND gives someone managing the passkey more granular data access. It doesn't help Grandma out at all, all things considered.

https://www.bleepingcomputer.com/news/security/the-true-and-surprising-cost-of-forgotten-passwords/