The real questions are: Why did hard drive manufactures move from a (misnamed) base 2 to base 10? They were confused before but then saw the light (decades later)? Why did all OSes and utilities use base 2? Why do most still use base 2? Why can't we use base 2 now?
Making the consumer think he gets more for his money doesn't give you an advantage over your competitor (if he's doing the same thing), but it does put more money into the industry as a whole. Imagine a home ice cream machine fad. All manufacturers might rise more or less equally, but they all make more money now that people believe their lives are better enhanced by putting their money into ice cream.