Verify Google Business (does this go here?)

I have a company that needs to verify their GMB profile/business. They have access to the phone number, I always thought it was done through phone call verification (pin), or a post card sent to the address. The stupid thing is saying "Video Verification", I've never seen anything like it before. It is a legitmate business, they said they went through this process. Why is this one so difficult? Again usually its done through phone/-post card, but this one seems to be more complicated.