why is this not bigger news?
Because it is expected? Because it is a "First World Problem"? Because interest in travel is declining? Because many more outrageous things happen daily?
I mean anything like this, or tickets to hot sights, cheap airfare or trains, any number of things spawn third party, misleading, and outright scam sites. I think just about every thread regarding the ETA for the UK, on this forum, has included a warning to only go to the official site, usually with a link.
Worth stating, some of these sites can't fully be called a "scam", they offer their services for a fee, one can argue at what level the fee becomes questionable, but they elicit the needed information from you, clarify questions and give you guidance, and process the ETA for you. Is it needed? Not for most, nearly all people can do it themselves. However, I could see someone needing clarification for what constitutes a "Criminal" conviction, or other questions, or at least there was quite a discussion on here about that topic, much good, much just hogwash. The official site does not provide much guidance, or the opportunity to ask, in that regard. Same for guidance in the event of a rejection.