Because it looks so bloody good.
That uke that Rick Turner was showing in the NAMM video has a curly Koa top. He had it with him in Cairns were him and I were teaching a uke building course for the Cairns Uke Festival last June. His comment to me was it looks great, but doesn't sound as good as it could. Has to be thicker to compensate for all the short grain. It's a stunning instrument though, and I'm sure that whoever ends up getting it will be very happy.
I've had to use some very curly wood for customers guitars and ukes. They are no where near as responsive as ones that are built with less figured wood. But many (most) people listen with their eyes, and if it looks awesome then of course it sounds awesome too. Especially if they've already made up their mind about plunking down hard cash for that instrument.
Comes down to what the market wants, and ultimately what is moving off the shelf. If you put two instruments up for sale, one with un-figured wood and the other with curly wood I'd bet my pay-check that the first instrument that was picked up would be the one with the curly wood. Now if they were priced the same, no matter how good the un-figured one sounded as compared to the figured one, the figured one would sell first at least 90% of the time. I believe simply that people are drawn to petty and shiny things.
Most of my work comes from commissions and I have never yet had a customer tell me that they want some plain wood. Don't care what it looks like. Just has to sound awesome. That just never happens. They all want flash and bling. Then they tell me what kind of sound they are looking for etc. It's a delicate balancing act as others working this trade can attest to.
We now have a marketing plan that places a premium on highly figured instruments that grab your attention. You do the math.