I'm guessing tax preparation companies don't make a lot of money off those filers anyways. But if you start taking away the more expensive customers, i.e. the business owners, investors, etc... then it becomes a problem. Lobbying basically.
When I worked in Brooklyn they would setup sidewalk booths. Walk up with your w2 and someone would take a picture with an iPad. They would confirm the details and leave. It’s amazing how many people showed up for that.