Plenty of small companies/private website owners might make a simple cost/benefit calculation - 15% less users but in return X reduced false accounts/traffic/...
This is a problem that has to be solved by government regulation, “the market” has already made up its mind: It doesn’t give a fuck.
What is there to regulate? Bots are already illegal and "the market" has decided it does care, which is why reCAPTCHA exists and is widely used. Those companies aren't rejecting legitimate users/customers out of spite.
The last thing the internet needs is "government regulation". If that were to happen, you could kiss everything you love about the internet goodbye. Governments do a horrible job regulating basically everything else other than critical, necessary services, and the jury is still out even on that one. Why would they suddenly do such a better job regulating something we're still all trying to figure out?