[brianwawok]

It’s just laziness. People don’t want to have to reapply stuff. They want it to be waterproof until they throw it out and buy another.

[DoingIsLearning]

This is too dismissive.

How many times have you seen ads for Gore-Tex anything? How many waxed canvas coats are you able to find in normal outdoor shops or in normal clothing retailers?

There is a lot of money in outdoor gear and it is all being spent on pushing high tech solutions.

You basically have to go out of your way to find some grandpa shop or 'out of fashion' clothing (mostly shops selling hunting clothing/gear) to find reasonable alternatives.

[janef0421]

I think it's more that people lack the skill and time to reapply such coatings and there are no commercial services that do so.