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Because increasing resolution to maximum (currently 1080p AFAIK) costs a lot, and only a tiny, tiny minority of potential buyers care.

If there was a magic button that developers could press to make their games run equally well in HD at no extra cost, then I'm sure they'd do so, but as things are they have to decide on their priorities.

Diverting resources from other stuff to increase resolution is rightly pretty low for most developers.