One issue that's driving the popularity of programs like this is CA rulings allowing companies to be sued for damages for the lack of accessibility. Companies are either having to use expensive services to analyze their sites for compliance or potentially be sued by bad actors. The overall goal really should be for individuals to provide accessibility feedback to companies, allow companies to implement changes, and only allow further actions against those who don't take the necessary actions to resolve issues. Damages for individuals should never be involved if the ultimate goal is for an individual to seek for accessibility