Hacker Khan
Yurt Dwelling, Yoghurt Knitter
You could argue both sides are at fault. The average punter for mostly prioritising distance and being obsessed with which 7 iron will go the furthest and using that as the main buying criteria. And because of that the manufacturers have created the situation where they can quite legitimately prove that their 7 iron goes further than a previous version, mostly through reducing the loft. Although they also have to do other things as you just don't crank the lofts.