But they have: https://en.wikipedia.org/wiki/ExFAT
Device makers that do support exFAT have to pay Microsoft for every sale. It's why for example the Nintendo Switch enables exFAT as a "system update"; that way Nintendo doesn't have to pay Microsoft for every single switch sold, only the ones that are actually using exFAT for external storage.
I think the last of those patents will expire by 2027? You'll probably see an uptick in exFAT use by then.
(Also that’s still a floppy-grade filesystem, no journalling or anything.)