I run a UK cloud backup company and the vast majority of customers are happy to pay anything from £20-1000 per month to backup all their data.
The worst companies who see no value in backing up and protecting their data are for some reason: architects and solicitors, specifically solicitors. They will think we are mad if we quote them £50pm to backup a server to protect them against ransomware. Instead they opt for non-GDPR, cheap consumer grade USA backup solutions with no encryption. Scary stuff...