One of the many reasons could be that when company see that almost all cars are being booked in full and being sold on ON money and there is no decrease in booking so it means that there is a room of price increase and the money must go into their pockets instead of other dealers selling on ON.
So far the policies government introduced, in my opinion, doesn't discourage ON culture at all rather it creates difficulty for the buyer who is already in trouble. The policy should focus on the buyer who is booking car and then not registering in his name later. Or a policy could be introduced that first registration of vehicle must be as per the registered name in vehicle invoice.