I can assure you that we did all the approaching. The simple reason being because we actually do care that your accounts don’t get hacked, and we want an incentive for our players to enable 2FA. A good password manager not only helps you secure your EVE accounts, it works for all other accounts as well.
I can also assure you that there is no financial incentive for CCP except for the fact that more secure accounts mean hopefully fewer hacked accounts which should mean less very time-consuming work for our awesome GMs and Support people in dealing with the fallout of hacked accounts.