I wouldn't be surprised if they found a faster turbotax made people trust it less. You want to see it chugging away to "find your deductions" and "catch your mistakes".
Ironically the hardest thing I needed TT to do this year was handle my wash sales and it didn't even blink as it imported the 1099s. Wait, maybe it didn't handle them correctly... See what I mean? Now I better double check.
It's why TurboTax is so darn slow and hard to use, wasting user's time.