Perhaps it is not that easy to build a high efficiency speaker without incurring some other compromises or added cost. A lot of the efficiency loss is in the complex networks that are used in some crossovers. But, all those added elements are there for a purpose--smoothing out response, accounting for anomalies around the crossover point, accounting for baffle-step loss and diffraction, accounting for floor bounce interference, etc. I once saw an advertisement for a YG Acoustic two-way that showed the crossover and it blew my mind--way more than a dozen capacitors, something like eight inductors, and I don't know how many resistors; their is a lot of power being burned off there (but, I sort of like the sound of that YG speaker).
From the speaker builder's perspective, it is easier to disregard efficiency when balancing other considerations because that is someone else's problem. It is up to the amplifier manufacturers to supply the goods that can play these speakers.
I agree with you, by the way, but, I personally want WAY more than 90 db/w efficiency. Something closer to 100 and 7-16 ohm nominal impedance would be nice for the kinds of amps I own.