When I did it, you could opt out electronically for 5 years, but a lifetime opt out requires you to mail a printed form. I'm guessing the lenders have something to do with that and are banking on most people not having a printer.
Edit: Or having to deal with paying for a stamp and putting something in the mail.
But yes, I love their 90s clip art.
Later, I go home, look in the mirror, and exclaim:
spoiler