That happens less because they don't carry cash anymore.
It's the same thing here.
If it was easier to do, more people would do it.
Look at Onlyfans. People pay good money for what you can get for free.
That is also why the Google and apple appstores can charge such large fees. Sure, buying on websites and sideloading are possible but much higher friction -> many customers simply won't bother.
If I had the option to pay $1 each time NYT or other sources pay-walled me out, they’d have a lot of my money.
Would you be willing to pay for all content? Reading the first few 2 pages here would cost 60 dollars. Should you be paying to read everyone's comments?
Alas not enough readers used the system and it shut down. People don’t want to pay.