Every random unknown business now truly believes that they have built something novel and revolutionary. They have the audacity to see difficult things being invented by geniuses and think "wow, I can do it too". They think that they must succeed at all costs; their employees must work unlimited hours and they must use unlimited resources because nothing is more important.
It's kind of sad to watch, knowing that in a couple years nobody will care and their company will have produced nothing of value, while the negative consequences of their "progress at all costs" will still be felt by individuals and the world.
1) You probably already have Redis running
2) Adding a "good enough" rate limiter is easy
3) Faster solutions are usually more work to maintain given modern skillsets
If you are a b2b SaaS company odds are your company will exceed 10 billion in market cap looong before Redis rate limiting is a meaningful bottleneck.