For me it’s a combination of alerts being sent to the wrong areas and a disagreement about importance. I don’t need an alert if it’s hot outside, nor do I need an alert for every update about an earlier alert. People aren’t turning off alerts because they don’t know how to turn them on.
Is it baffling? Live service games are all about extracting as much money from players as possible via loot boxes and battle passes. The best game is the game that makes the most money. Therefore, live services are the optimal type of game.