Ask HN: Why do companies still not let you choose your security questions?

Like for example, Apple with their Apple ID setup? These old cliched questions don't help anything, and are stupidly easy to defeat for anyone wanting to socially engineer your account details.

So why don't these companies just give you a few text boxes and let you set them yourself? That way, they'd at least be somewhat secure for thos who know what you're doing, and those who use them for impromptu passwords could just use them as that.

P.S. Why do we still have these silly things in general?