I think people outside of enterprise have no idea the cost to audit and fix a massive website.

The law is a forcing function here. Lawsuits can and do happen when sites of a certain size fail to implement government-mandated laws. This is a good thing, IMO, but it only comes into force in the largest cases.

If there is a credible path to 1/10th the cost (while still providing liability insurance which is a critical piece) then that will likely encourage more enterprise to do it proactively, and will open the door for startups and mid-sized companies.

I have no idea why anyone would choose to see this as bad.