TV as a medium is different from the big screen. People watch sporting, talk shows and live events on TV, rarely at the movies. And the convention is for those types of things to be viewed at higher frame rates. Films can be viewed at higher frame rates but then they tend to have a TV-ified look. Which is ok, if you personally dislike the film look and prefer movies to look like daytime television. But for many people, film shot in high frame-rate, particularly in slower, less action-oriented scenes, looks too much like a broadcast experience and too little like a cinematic experience.

On a recent episode of The Filmcast, David Chen speculates that there's something of a generational divide to the preference [0]. He thinks that younger people, brought up on big screen TVs, 120 fps oled smartphones, and 240 fps gaming action, may just come to prefer high frame rate for everything, whereas older folk might be more nostalgically drawn to the traditional slow frame rate for movies.

[0] https://podcasts.apple.com/us/podcast/ep-700-avatar-the-way-...