Raytracing is still very computationally intensive, and doesn't have enough market penetration to make sense on most modern games. Devs need to implement two solutions: a raytraced path and a raster path. The game needs to be fully playable in both, across a wide range on hardware. The largest install base for most games is still console, where RT barely exists. So RT is generally relegated to eye candy for high-end PC. Which makes it a marketing feature, not a game feature.

It'll be interesting to see if that changes with the PS5 Pro. I expect we'll see more first-party titles support it, but not much else until the next real console generation.