Its not that they don't try, it's that they don't know.
What these chains are peddling isn't italian, but American bullshit. Their customers don't want Italian quality, they want anodyne corporate bollocks. I've no issue with that, it's up to them. If you don't, you've either got to be fortunate enough to have a local place that knows what they're doing, or you've got to make it yourself, which is a tremendous faff, but worth it for process and product....if you like the stuff in the first place, which many don't.
Round here, there are two Italian places, one of which is run by an Italian and his coffee is not good, but that is down to using low quality beans with too much robusta ( yes, I can tell). The other is run by Albanians pretending to be Italian, and their coffee is excellent.