That's because they care about their users' security.
I think all aspects of that question were discussed in my other thread as well.
I don't want someone to care about my security because I am able to do it myself very well and also because it is a part of my job. Now, what I care about is security of the exchange I am using and I would like to be sure 2FA is not all security they have. 2FA is only a user side security and the way how users protect their accounts is their own responsibility.