Printed/saved backup codes are still an option. Can also attach multiple 2FA tokens to one account. That's what Google and many others provide. Their customers seem satisfied.
That is false. Many incidents have been widely reported where huge names, who certainly could afford even a $50 hardware token to protect their reputation/brand, were 'hacked' because they thought SMS 2FA protected them - and it didn't. Even with services which do also offer TOTP or U2F etc.
