I've asked myself this question (like the OP) many times.
I'm currently using a helical focuser on my Swarovski ATS. Af first, after years of using a "traditional" double knob on an Opticron MM3ED 60 I thought that "I had to get used to the new focuser", I somehow assumed that it was my fault no to appreciate its virtues. After more than 3 years using the ATS, I can confidently say I frankly can't see the reason the industry changed from traditional to helical, really. Personally, I find it's simply worse, especially at hight mag (which is why you use a scope in the first place) or if there's some shake (like on windy days).
I concur with
@WRL about his first though, the weight of "design" (in the bad sense of this word, as if there was not a ton of design on a double knob), the weight of looks and aesthetics. I would dare going a bit further and say "fashion". For me, seeing a lot of major manufacturers switching to helical focusers can only be explain by the power of fashion and the fear of being "outfashioned" and be perceived as old (and thus "worse"). A similar thing could be said about open bridge design in binoculars. The design of the first Swarovski EL was a hit, and basically everyone followed suit (Zeiss SF, Leica Noctivid, etc.)... for several years, it seemed that no producer worth its salt could produce a top-notch piece of optics and not adopt the open bridge design in the style of the EL. Now, it seems that Swarovski has made a bold move with the NL and finally even Zeiss has walked away from it with the SFL. Mind you, I have an EL as my go-to bincoular
, but I think there's more to binoculars than open bridge. In a similar way, I think helical scope are perceived as "more modern", "more contemporary and thus better", but in the field this might not necessarily be the case. In fact, I applaud and admire Kowa for having the personality and keeping the traditional double knob on their much lauded scopes.
One final remark. Is there someone around here with enough technical knowledge or expertise in the optical industry to comment on whether the helical focuser is lighter and whether this can be a deciding factor?