Why are NFC phones still fairly rare?

Hi,
Hopefully you'll know what's behind this? Nfc has been around for a while and uses are kicking in.....contactless payments being the main thing I see. So, why doesn't every phone have NFC?!
Am I missing something? Apple Pay is here. Google Pay is warming up. Surely NFC is about to become a much bigger thing but phone options are still very limited. What's your thoughts?!