I have officiated at many funerals, and I do believe that the pure cremation advertising is misleading. It glosses over the importance of symbolism and saying goodbye.
You can have a funeral service without having a lot of fuss, or expense.
You don’t need an officiant, either religious, or secular. You can invite people to gather at the crematorium, and you have a half hour slot to do whatever you want to do - play music, share memories, whatever. But you’re there, and you see the coffin disappear behind the curtains. For many people, that is important. And then, if you want, you go to the pub or the village hall, or back home, and continue sharing memories of the person.
The ashes will be returned to you afterwards, or disposed of if that’s what you prefer.
With a direct cremation, you CAN’T be present. You can still have the gathering in the pub, or the village home, or the home, if that’s what you want. But, for me, there would always be something missing.
There are some people for whom the direct cremation is the right choice. But I believe there are many who choose it without knowing what it really means, and without discussing it with their families. Remember, that funerals are really for the benefit of the living, not the dead.