One of the biggest forces is simply the voice of the people, as demonstrated in threads like this. Note how NordVPN cited growing public sentiment against taking half the internet down in Spain in an attempt to stop streams during games.
I’ve been thinking about exactly this for a while. Non-technical people just don’t understand all the moving pieces, let alone what action they should take. I agree with you, we need more conversation and guidance detailing what easy steps people can take to harden their security posture, and why that matters.
The problem does affect the US, which is why I mentioned a US organization. I don't see how the surplus affects anything. I don't believe they have enough funds for everything.