I wished that companies would just let me tick a box that says "I explicitly don't want 2FA and I accept that my account might get taken over / lost and I will not be able to do anything about it"
Consider a game, as an example. A stolen account can be used to play with cheats or to commit credit fraud / chargebacks, and the typical punishment of banning the account is no longer a deterrent. If there's an in-game player market or gifting system, items can even be transferred to otherwise legitimate accounts.
How is that hurting the company? It would mostly hurt me as the original account holder. Except for the cheating, but that can just be done with a newly created account as well, so the only thing the fraudster would gain is not having to create an account.