Could the same thing be done with SMTP way more securely than opening up your firewall to some random AWS EC2 instance? Yeah no doubt.
Do you think grocery retail execs actually understand computers past Microsoft Word and Excel? I report to one, they can barely listen to me say the word WAN failover.
Like all things in IT, experience is the best teacher. Organizations will fail to invest in their technology, security included, and only then will the execs start to trust that the wizards in the backroom are telling them truths instead of asking for new toys - if they're lucky enough to still be the same exec that heard they should take security seriously before the Bad Thing happened.