Because they're trying very hard not to understand it.
Otherwise the expensive-yet-powerful model probably won't see much revenue. How much money is there in bleeding edge scientific research? There's a lot, but there's even more existing capital in paying people people to do college level paperwork, and the bulk of those traffic gets routed to the cheapest model.
You mostly don't need super powerful AGI to replace the paper pushers, but the frontier labs are trying to position themselves as being uniquely capable of producing super powerful AGI, and also be the ones replacing office workers.
Not sure how it will work out for them, but I think model routing is going to poke holes in that narrative. That's why I think they're trying very hard not to understand model routing exists.
It wasn’t long ago at all that the chief problem was “can AI even help me with this” (cost be damned). Until a time when the answer is an unmitigated “yes, obviously”, the frontier labs have everything to lose and nothing to gain on routing, because if they screw it up you might incorrectly decide “nope, it can’t help yet” due to a poor routing decision.