Octa-patterning would not be economically viable if you had to do it at every level, but adding a few more masks to an already large mask-count device is merely an incremental cost adder.
Nobody wants incremental cost-adders, which is why the topic receives as much press as it does, but it is also not the untenable demon that it gets made out to be.
EBL is enabling for foundries because a considerable percentage of their customers are doing small volume products which are not economically viable with advanced node mask set costs.
If a customer has an existing product currently fabbed at 65nm, and maybe asks TSMC to churn out 20 lots (20 lots x 24 wafers/lot = 480 wafers) per business quarter, that customer is never going to migrate their 65nm design to 28nm or 20nm or 16FF+, etc because the mask costs alone would dwarf the revenue despite the likelihood of the shrunken chips enabling higher ASP owing to improved electrical performance.
However, if TSMC (or any other foundry) can offer the low-volume lagging node customers a mask-less option for advanced nodes, there are a LOT of customers who would jump at the opportunity.
The following dataset are a bit dated by now, but this is actual data from TSMC regarding their customer's volume mix on a lagging node:
What these data show is that (at the time) nearly 45% of the wafers in their fabs were for customers who only wanted 1 or 2 lots (24 wfrs per lot) of production in the fab.
If you can fully digest the totality of that distinction then you'll come to understand why TSMC is the lead proponent in pushing EBL towards production readiness.