Maybe because we really don’t understand salvation.
In 2 Peter 1:3-11, Peter makes the case that the salvation we have is glorious, and worthy of our allegiance and effort. And if we are not growing in Christlike character, we have forgotten that we have been cleansed from our past sins. We just don’t get it.
It’s easier to talk about salvation as fire insurance, because most in pop-Christianity don’t want to bother with true discipleship.
I really believe that the salvation message is often reduced to "once saved, always saved." And what I mean is that people just want to know the minimum entrance requirements, then they go on to live their lives. Maybe they do "Christian" things, but they have little interest in true growth.
Seems that way to me. What do you think?