Maintaining actual consistency is seldom more complex - the opposite is true, eventual consistency can lead to mind boggling complexity (because it's very hard to reason about your guarantees anymore... even the "eventual correctness" guarantee; in practice it's more often than not a handwavy "yeah, it's likely probably correct in many cases, and if you find something wrong, we'll take it as a bug and fix it. Or at least claim to fix it, because you know, it might be hard to reproduce". Good enough for usecases like advertising, I guess)
Too expensive/slow is the typical reason for eventual consistency - but the whole point of materialize.io is to challenge this "too expensive/slow" assumption.