As far as I understand, the problem is caused by massive networks of malware ridden computers and bots.
Like DDoS, bots become the problem of all users when they slip through.
Fair enough to disagree with the mitigation strategy. I suppose most web services wouldn't care to differentiate you from a bot.
> company's solution to a problem caused by the same company
The “company” needed a solution to a problem caused by bad actors in the network.
Whether or not a company’s solution causes someone else to have a problem is a different matter.