VPN usage is increasingly common by consumers and in my country I've seen ads for it in places ranging from Mozilla in my browser to NordVPN on my TV. There's massive overshare of IPv4 addresses and it's really, really annoying to find out that you can't use a service because you're on a naughty list. I feel like yelling "I am a customer and want to buy something!" on occasion – the net result is I go elsewhere.
Stopping abuse and bot detection is one thing. Banning people for something they might have literally no control over is quite another.