There are many, many opportunities in both the business and non-profit world to make more money by screwing your customers/users, and despite that, it does not always happen. Businesses and non-profits are built on the trust of users (or built in spite of the utter lack of it, e.g. Comcast). I don't think they should be afraid to
provide things users need. It is, in fact, possible to choose and
keep choosing to maintain the trust of your users.
I think there's still incentive alignment here. Getting people moved from the "purchase 1 year certificate" world (which is apparently still required in some financial contexts) into the ACME-based world provides a path for making a regulatory argument that it'd be easy for such entities to switch over to shorter-lived certificates because the ACME infrastructure is right there.