They support 2FA through SMS / TOTP / U2F. Yes, if most of their customers use GA / etc it is free, but that isn't their only option... If they implemented a

They support 2FA through SMS / TOTP / U2F. Yes, if most of their customers use GA / etc it is free, but that isn't their only option... If they implemented a provider, they will also charge for TOTP authentications.