As others have said, marketing has worked overtime to convince the American knife buyer, that they need the latest super steel on their next knife. Hell, even the term "super steel" is pure marketing. We all have seen threads on BF where one party is extolling the virtues of steel X over Y because it has .1% more (insert favorite element here) and therefore gets far better edge retention and makes the user 50% more sexy too boot. Much to do about nothing. Like nearly everything with knives, it is a balancing act. Increased edge retention brings with it, harder to sharpen blades that require harder, and more expensive sharpeners, as well as an edge more prone to chipping in many cases.
Another intended marketing result is it creates the false impression that older steels are cheap, obsolete, poor quality, or not up to the task of what a knife has to do. Funny how they worked fine for 50-100 years before the new steels were developed. The new steels provide something to some so they can look down on it. New steels have their place, though I doubt that place is as broad ranging as the sellers would have you believe.
There are still plenty of buyers out there who would rather have the cash in their pocket than the latest steel in their knife. Who have tried a new steel and found they could not sharpen it on the whetstone they already have, or who simply expect to have to make a few passes on the stone to bring back the edge on a regular basis. For them a "super steel" will get dull too - a fact that leaves the impression that "super steel" is a lie. They were expecting "super sharp forever". The lie is magnified when they could not bring back the edge as fast as their old 440A knife / stone combination. For many, "super steel" means a knife that will still get dull, but then you can't sharpen it again because you don't have the "special machinery" the manufacturer used when making the blade in the first place.
As knife aficionados, We get wrapped up in the details and the minutia of knives. What to us is a benefit, is often a pain in the butt to the majority of knife buyers. Many on BF are proud that they have 10 different sharpening stones and 4 different sharpening systems for their different blades. We are the minority of the knife buying public.