The other thing, in my case, is that I have more bikes than I can conveniently clean chains for and wax, and my previous experience with wax - admittedly a drip type - resulted in a squeaky chain in considerably less time than I've ever experienced with wet lube. The answer to the OP's question is basically that the activation energy is too high for the claimed benefits. If the chain manufacturers started selling pre-waxed chains instead of coating them in sticky goo, it might change people's minds.
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