The measure ran out because those lawmakers, who wanted scanning, wanted to make it mandatory and were not willing to accept a proposed compromise.
What the article forgets to mention is that almost every tech expert was against it. There were also several big petitions that tried to change the lawmaker's minds.
Scanning of online communication invades the user's privacy and implementing mandatory scanning as proposed would have enabled the government to abuse it. What these big tech companies now mourn is that they no longer have an excuse to violate their user's privacy to make money - at least not when sending messages.