Why aren't major web publishers using Bitcoin Lightning paywalls?

As someone who reads online content regularly, I have noticed that most websites still rely on outdated monthly subscription models instead of offering readers the option to pay a few cents for individual pages behind their paywalls. From my perspective as a customer, this seems like an inefficient way to monetize content and I would much prefer having access only to what interests me rather than subscribing blindly to the whole portal for months or years in order to read any page behind the wall.
My question is whether there is resistance from publishers towards adopting new payment methods such as these or if they simply aren't aware that these options exist? I believe it could be beneficial both for customers and businesses alike if more people were given this choice when accessing digital content.

An example of a Bitcoin Lightning paywall for wordpress: https://github.com/getAlby/lightning-publisher-wordpress