USB3 isn't just a free upgrade though. It costs in terms of routing (extra wires/pins), it costs in terms of power (USB3 uses way more power during transfers),

USB3 isn't just a free upgrade though. It costs in terms of routing (extra wires/pins), it costs in terms of power (USB3 uses way more power during transfers), and it costs more in terms of silicon area, obviously. If the USB3 controller is as large as portrayed in the die shots for the new chip, that's actually a considerable cost in die area alone. It's disingenuous to say "it was released 14 years ago, what took so long?". Plenty of old technology is used when it is appropriate. If there's no valuable reason to adopt newer standards, it's a waste of money and engineering effort. The only reason, as far as I can tell, that other vendors all have USB3 is because Qualcomm put it in their chipset and forces vendors to buy it. Also, to nitpick, they're supporting 10gbit speeds for the pro, which was a spec released 6 years ago. Relatively recent as far as spec adoption goes.