It might be like those defence contractor adverts - there's a couple of actual individual people that they want to appeal to, either socially or politically, so they make some mild public gestures to show that they're also cool. The public are irrelevant.
Or yeah, the vast egregore spirit of the company just thinks "This behaviour set appears to be popular, but is contested, therefore invest minimally in aesthetic appeasement".
Agreed, but e-scooter rollouts have basically fuckall integration with the existing infrastructure/forms of travel in a city or with standard driving education.
While they're great in theory, they should be being introduced as part of a massive overhaul of personal transportation infrastructure, education, and regulation... or at least some supervision with actual teeth behind it. But we're probably past the age of doing stuff like that, so as is it's just letting random companies step in to extract money while impinging on the rough grey area created by existing safety systems.
Eventually that'll work itself out, sure, but in much the same way that we started mandating lockout switches on Giant Blending Machines after The Incident With the Giant Blending Machine.