When a company grows at a steady rate staffing can be carefully managed alongside the implementation of new technology to manage said growth.
However, when a company grows rapidly due to high interest in their product, the quickest way to manage that growth is typically going to be manpower.
There are indeed better solutions, but manpower works in a lot of industries, particularly those that grow their volume quickly.
I think the surging popularity of crypto prior to our current downturn sparked some rapid growth and the need for more workers.
On the technical side you really want to build your infrastructure so that it can scale up quickly, but on the customer facing side that's not always possible and thus you might need more personnel to man the chats and phones.
It's sometimes easy to look at a problem from an external view and go wow why do they do it that way, but in my own experience there are unseen internal reasons or obstacles for why a company is not doing it in a seemingly obvious better way.