It doesn’t help that a lot of businesses do the shit that builds the bad habits.
My bank has called me to verify a purchase (as in I called the number on my card and got redirected back to the same person). A variety of businesses routinely send direct action links that immediately request login information. Many online businesses require your phone number for a purchase and immediately opt you in to text messaging without consent. I have received plenty of nuisance texts/emails from places I made an online order with, then made an in-store purchase with the same card.
All that shit teaches people that that shit is normal and legitimate. Disgusting, insecure, privacy invading bullshit is a routine occurrence.