Why? (waaaaaay off topic)

"The new chain is now just 5.5mm wide – 0.4mm narrower than 10-speed ... 20% stronger than before through the use of special steel alloys ... links have been redesigned in order to interact with the sprockets more effectively for both smoother running and more precise shifting."

I think component designers wouldn't have much to do wthout these constant innovations.

Yea, but you'd think the designers would be too busy out riding their fixies or at least talking about them on an internet forum!