Sometimes with hindsight one can go back to a paper and say "this is important because of X" but it can be really hard to do that at the beginning, and often times the true value of the data may be different than the hypothesis under which the data was originally generated.
Because the target audience of research publications is other researchers in the same field; while outreach to nonscientists is fine, it's simply not the goal of a research paper.
Besides, for many papers this is impossible and/or pointless. My research results are incremental results in a specialized subfield of mathematics. I don't know how to explain them in anything but the vaguest terms to anyone without a reasonable background in that subfield, and I also don't know why such a person would care about them.
Actually if the researchers expect the paper to be high impact they will often provide the press release to the University's press department themselves - these types of press releases are merely a layman directed abstract and tend to be reasonably OK.
This raises two interesting points.
1. Sometimes the lowest quality newspapers have the best quality article on a given publication.
2. Why aren't all research publications required to be accompanied by a second abstract written in plain low jargon language that can be understood at some level by someone with high school science?