Because they have no incentive to reduce profit by developing and using anything better. You still buy the product don't you ?
Far too many things are unfit for purpose but we make do as there's no real alternative. (Toilet paper being a blatant example. And the waste water system that the industry keeps blaming the public for when it blocks, is another. I'm sure you could add thousands more.)
Rather than prick the film lid with a fork I used to peel it back and cover again before putting it in the microwave. Made it a lot easier if contents required stiring half way through cooking.
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