The issue is that the vast majority of users receive excellent service, at a historically extremely low cost. The problems always arise at these edge cases where legitimate human behavior is often indistinguishable from malicious behavior without further information. But if a company decides to go with the solution of "we're not going to scale unless we have 100% of all these edge cases covered", that company would long be out of business from competition who is able to offer a lower priced product with better support for 99.9% of users.
This type of problem is essentially the same as classic externality issues, and after reading some of the other responses to my comment, I think the only way this can be solved is with government intervention requiring some level of responsiveness so that there is a level playing field for all companies.
