One of the problems is that as a consumer, I like the features Apple implements with this. I can just use Apple Pay instead of handing over my credit card. Don't want a subscription? No complicated process. No need to call a number. No need to email anyone. I just click to cancel and I am done. As lousy as this is, the consumer experience is dramatically improved.
Some prefer IaP, like you, so won't sign up to Hey, others don't and may actually have already paid for the service on desktop.