Because a lot of features that cost a lot of money are only software limitations. With many of the cheaper cameras the max shutter speed and video capabilities are limited by software to make the distinction with the more expensive cameras bigger. So they do sell hardware - but opening up the software will make their higher-end offerings less compelling.
Camera manufacturers live and die on their reputation for making tools that deliver for the professional users of those tools. On a modern camera, the firmware and software needs to 100% Just Work and completely get out of the photographer's way, and a photographer needs to be able to grab a (camera) body out of the locker and know exactly what it's going to do for given settings.
The more cameras out there running customized firmware, the more likely someone misses a shot because "shutter priority is different on this specific 5d4" or similar.
I'm sure Canon is quietly pleased that Magic Lantern has kept up the resale value of their older bodies. I'm happy that Magic Lantern exists-- I no longer need an external intervalometer! It does make sense, though, that camera manufacturers don't deliberately ship cameras as openly-programmable computational photography tools.
Also another thing, Magic Lantern adds optional features which are arbitrarily(?) not present on some models. Perhaps Canon doesn't think you're "pro enough" (e.g. spent enough money) so they don't switch on focus peeking or whatever on your model.
IIRC none of the EOS DSLRs had focus peaking from the factory, you need Magic Lantern -- Canon didn't program it at all.