As with everything else, it's all about incentives. If well-crafted software made more money, then all we'd have would be craftsmanship. But it doesn't.
There is plenty of software which has to be reliable and without surprises, and that is where you will find craftsmanship. Except that doesn't usually make as much money as "big tech", so it won't pay as much and that is the problem. People want to have their cake and eat it too - spend countless hours on problems that tickle their intellectual curiosity and sense of achievement, while also being paid handsomely.
There is plenty of software which has to be reliable and without surprises, and that is where you will find craftsmanship. Except that doesn't usually make as much money as "big tech", so it won't pay as much and that is the problem. People want to have their cake and eat it too - spend countless hours on problems that tickle their intellectual curiosity and sense of achievement, while also being paid handsomely.