Because the company handled all the nonsense of importing on behalf of the end customer (also most intermediaries).
The youtube channel HowNot2 talked about this a bit since they somehow became a(n actually really good) climbing gear store. Because tariffs were changing so frequently (often multiple times a day), basically nobody could plan for them. So companies had to balance their in-country stock with anything they were going to buy in the next few months... or even days. And try to figure out what price they might be paying.
Some companies basically just charged the tariff rate on any given day... which is bullshit since they would have bulk purchased whatever they could while they were "low". Others would eat the cost because they didn't want to lose customers by increasing the price of a preordered item. And so forth.
And... people who got their aliexpress on can tell horror stories of getting a bill once things made it through customs.
So... it actually makes perfect sense for the companies that dealt with this bullshit to get reimbursed by the christofacists. I would hope they would "pass it on" to the customers as an act of good faith (even if it is just a free game or something) but... this is a case where the problem isn't the corporations: it is the government.