It seems like a reasonable question... "Why don't they just do it?"
Answer is a bit more complex though. The deal is that with 1080p you are dealing with about 2 million pixels that must be displayed 24 to (more often) 60 times per second! That level of processing is not inexpensive. Until recently, it hasn't even been necessary at all at the consumer level.
You don't think that these major manufacturers custom make every microchip that goes into your display do you? HECK NO! They buy in huge quantities from other companies that specialize in making chips specific to the task that needs to be performed. Video processing chips are one of those big areas - and guess what? Nobody makes a chip that does full 1080p on both ends... well, okay, now there are companies that do, and there are companies that did, but those chips weren't inexpensive.
THIS YEAR: With almost all new displays we are seeing this year, we are finally seeing the ramp up of 1080p processing chips that handle 1080p all the way through the system. The chips are fairly new, they are a bit more expensive than the old chips, and I don't think quality has been thoroughly reviewed with many products at this time. But, we will see the newest Pioneer and Sony 1080p displays... all currently being rolled out as we speak... with full 1080p capability from beginning to end.
A bit of history, that may put it into some perspective... About 8 to 10 years ago there wasn't much in the way of digital projectors. You had CRT units and to get an image processor that would de-interlace (double) the image from 480i to 480p, would cost about $20,000. Nowadays, the processing on a single chip is far more capable than the $20K box of less than a decade ago, and is basically a standard item on televisions and digital displays costing well under $1,000.
Pretty amazing when you think about it.
But, in a couple of years, when HD discs (hopefully) are all over the place, we should see that very few displays are incapable of accepting a 1080p source.
What I really am hoping for is displays that not only accept 1080p/24 but actually display it at 1080p/24 and don't convert it to 1080p/60.