"Unfortunately, I know of multiple companies with more than 100,000,000 users that have put their bitcoin integration on hold because there isn't enough current capacity in the Bitcoin network for their users to start using Bitcoin. Instead they are looking at options other than Bitcoin." -Roger Ver
The real question you should be asking, is who lied to these companies that Bitcoin can't handle their users?
How exactly would it be lying? BTC couldn't handle the tx capacity added from these users right now. Forcing them to engage in a bidding war with eachother for blockspace is not good business sense. It might be able to handle them in the future, but not right now, and the now is all that matters for these companies.
There's no reason they couldn't use off-chain transactions until Lightning is ready, as daytraders have been doing since 2011.
If the companies are really concerned about it, they could also fund development of Lightning to get it done even faster.
The limitation isn't Bitcoin - it's what the companies are willing to do the work for.
Blaming Bitcoin is just propaganda to enable laziness for greedy companies that want to reap the benefits without doing any of the work.