Lack of NFC - deal breaker

[michaeljc70]

In looking at phones for myself and for friends that ask for help, I've avoided phones that otherwise looked great but didn't have NFC (and there have been several). I am wondering what keeps companies from including this as I would imagine it is a very inexpensive chip (mostly looking at mid-range devices like Moto G6, Honor 7x). Personally, in the 16 months I've had my current phone, I've used it maybe 10 times for Android Pay. Am I over emphasizing this feature? Let's face it, no one really has to pay with their phone.