Nobody wanted. It's just that the technology to make it less expensive didn't exist. Better engines and more range could help a bit, but it'd still be more expensive than cramming a lot ot people inside a 747.
In 1972, at list prices, 24M for a 747-100 and 34M for a Concorde, which is a fair bit more expensive… and then that's _vastly_ more expensive per seat.