I was pretty sure we'd abandoned the "but it would hurt the business and they'd change their ways" fantasy years ago, because a) it doesn't, and be) they don't. How's Equifax doing these days? Oh yeah, totally fine.
And yet, in the US, you can have process servers publish a notice in a very specific law newspaper that only lawyers ever read, then claim that you couldn't reach someone who would never in their life read such a newspaper for decades simply to see if they've been served.
If this sounds ridiculous, it's because it is, and yet somehow, we still do it. What Sweden does sounds no different, except it's companies with millions of dollars who could actually afford to check these things.