Why are shops and restaurants in Turkey pricing in Euro and not Lira?

Why is every place in Turkey charging in Euros? I've now been to Istanbul and Antalya recently in last 12 months and both places are pricing things in Euros and at an extortionate level as well (airport and in land). Remember coming to Turkey in 2018 and it was Lira every where. As far as I can recall Turkey aren't part of Euro zone so single currency rules dont apply? confused and annoyed at the same time. Used to be an affordable holiday destination but seems no longer the case given the shenanigans of charging €5 for a bottle of water.

Anyone else feeling the same? what changed and why?