I have seen from the other side how this can happen. The people making the decisions do not understand the technical costs. In fact, many of them pretend to understand the technical costs and say things like "Well, it's just a single line that we're adding to our website".

They want to look good in front of their bosses. They want to bring nice charts with nice performance metrics and they want to be up to date with the latest developments in the market of marketing tools, so they use every tool that is out there.

"IT" has no choice but to do what marketing demands, because IT is a cost center, while marketing is closer to revenues.

And so, over time, you end up with 49MB web pages with hundreds of trackers.