Zoom's lack of security focus has been a competitive advantage for them. It's clear that many users don't actually care that much about the confidentiality of their video meetings.

The low-friction nature of jumping on a Zoom call with a meeting code and PIN dominates security concerns. In fact, this phrase I've heard people use, "jump on a Zoom," indicates that the speaker expects it to be easy and fast to start the call.

Hopefully it's still possible to develop something that's both secure and convenient. But I fear there's no economic incentive to do it.