> now completely free to set up (thanks to Let's Encrypt)
To be fair, I would expect any reasonably large company to obtain an EV (Extended Verification) certificate, which is very much not free. Let's Encrypt only does DV (Domain Verification). EV includes verification that you're actually the incorporated company that you're telling everyone you are.
It's an established standard and now completely free to set up (thanks to Let's Encrypt ;)). I don't see how these two (yes, frankly, two reasons. let's really ignore the third one) can keep anyone from providing HTTPS connections to their dear readers and users.