It's because the average organization has lots of people who don't care about their own productivity and won't adopt new tools or processes unless forced to. This is true of most new tech - lots of workers had to be forced into using computers - but AI also has some other bumps to cross like lots of people who tried early models and then wrote them off, not realizing how fast they'd improve. And most orgs have no infrastructure or processes for allocating individuals token budgets, and most employees have no experience of properly deploying budgets.

Roll it all together and saying "just use it dammit" has some obvious advantages:

1. It's clear.

2. It's simple.

3. It eliminates all excuses employees might come up with for not using it.

The people at the top of these companies aren't stupid. They might have miscalculated how many tokens people can actually use, but that's very hard to calculate because usage is opaque and tools/processes change on a nearly weekly basis. They will eventually build out processes, tools, social conventions and performance metrics that take into account efficiency of token usage. But this is hard! Most managers aren't really assessed on the precise productivity of their teams, for instance, because productivity is often poorly defined.