This! I would say that if there is no simple way to find commercial content (for the location of the potential customer!), the law should treat the case as if the copyright owner waived their right to the copyrighted material.
If a company creates something, that does not happen in a vacuum, it requires the support of a whole society of people to happen.
The value created should ideally be for the whole society to use.
If a company can't even be bothered to sell it, or goes out of business, then that work that the whole of society did, was wasted. The historical record, which belongs to everyone, becomes incomplete.
I don't think that's right and in my opinion they should then forgo their claim to it.
Our historical record should not be at the whim of bean counters.
Not doing this creates memory holes for artistic content. TV shows from decades ago with unclear rights ownership will be gone, disappeared.