Maybe the issue is that so few of "those" watches are actually "Dive" rated. If they aren't going to actually pressure test, then getting them to be visible at 12" from your face isn't really important. So, they don't waste the money.
It's another one of those disconnects - some makers go to a lot of work to make a Dive rated watch that conforms to all the standards, and some make look alikes that aren't tested. Until the consumer starts withholding money and forces the issue, nothing will happen.
There will be those who make a Dive watch to standard, and those who simply claim they do. It's becoming obvious which is really superlative.