Applying for a loan affecting your credit report also was/is a thing in the UK - but I think banks realised that it was hurting their business (they want to sell you a credit card/loan after all, and aren't going to if people are scared to ask them for it). So now it's a gimmick that's splashed all over their websites that you can get a quote with only a 'soft search' that doesn't affect your report.

Even though, if you log on to the (free) credit reporting service to see your own data - these 'soft searches' are still recorded, so the industry has basically decided that they shouldn't affect your chances of getting credit.