I have used them. It isn't that much of a hardship if you are already cloud native.
Companies with legacy or hybrid infrastructure may need to jump through additional hoops.
Unfortunately though docker hub really is a dumpster fire of a service, otherwise I'd have no problem just using their private repo features. However there are so many problems with that site that it's easier just to jump to AWS ECR or Github's new service.
Not everyone makes/uses software where the software itself is secret.
And there are plenty of uses for using proprietary images. For example, I have done workflows where the properitary code is layered on top of open-source code. (Although if I were to redo those CI/CD pipelines again, I would use the de-facto buildpack standard instead; even then, the buildpack slug itself would be properitary and requires an artifact store of some kind).
Either way, using GCP or AWS registry that integrates with their IAM systems works well. The newer versions of docker contains a plugin system, so both GCP and AWS command line tooling can hook in their own authentication mechanisms in there.
If I can push changes to your 'prod' tagged image, I'm going to have a very good time.