I think there are a couple reasons.
One is that adding FI to a car is not something that everyone is willing (or even able) to complete/deal with. You've got mechanical inclination and a place to work on your car, which is not something everyone has.
Second is the daily livability of a car with added FI.
Third is the amount of time over which NA mods are often applied. Somebody may dump $10K into their car, but do it over a year. It's a bigger psychological jump to do it all at once.
Finally, there are a lot of "other" costs that come with FI that push the price tag higher (nevermind the fact that FI just whets your appetite for more power and you're looking for more ways to make enough money to do whatever comes next).
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