There are three reasons in my opinion why they have become the standard:
1. It increases the power capability of the center speaker relative to single woofer speaker. Center speaker in movies is the most active so having it handle more power is a good thing.
2. It is a marketing genius!
It looks fantastic to anyone in its symmetrical configuration. Last year there was an interview with Polk designers (?) where they were asked why they did an MTM configuration knowing it would not work well as a center speaker. Their answer? Marketing said to build one!
3. Solving their issue with addition of a mid-range costs money which makes the product non-competitive against the 2-way ones.