Why do family cars have rock hard racing seats?

I rented a 2012 Ford Focus for a 600km trip around Ireland last week. Even though its sculpted exterior made it look sleek and swift, its laborious 1.6 litre diesel engine ensured that I didn't get anywhere very fast. It rocked uncomfortably over Ireland's secondary roads and left me pining for rest stops along the way. The biggest problem was the intrusive seat supports. They pressed hard against the outside of my thighs leaving me sore and restless. This is what I don't understand. Why do slow, mainstream cars have unforgiving race-style seats? It is because Ford wants married Joe to feel a bit sportier as he drops his kids to the pool on a Saturday morning? The thing is, everyone knows that Joe is not cool enough or willing to spend the money needed to get him in to something really special. Personally, I'd chose comfort over having to sit awkwardly in an average car that is trying to be a little bit less average. 

The biggest problem with the 2012 Ford Focus was the intrusive seat supports.