Given the digital literacy of many “regular people” (e.g. my father, and seemingly every other of my friends), the idea is appealing. Especially, as most of them don’t care about privacy. Give them decent availability, and they will throw money at you. And if you also give them support, I will, too.
My guess is, that someone started with a small share of features to find a simple solution for the problem, but the complexity of the problem got waaaay out of hand.