As for the IoT, the appliances could have their firmware in ROM instead of flash. Then, the malmare would not survive a reboot. Many customers are large scale enough (Microsoft, Google, governments, etc.) that they can demand it of vendors and vendors will deliver. Really, how often do you desire to update the firmware on your hard drive, your USB stick, etc.?
(Another way to do it is to have the write-enable line controlled by a physical switch or jumper.)
The only thing I can figure is everyone has forgotten what ROM is.