I think its a simple as the situation with dino 5W/10W-30's...
Years ago (early 1980's), in an attempt to get better fuel mileage out of cars, man. started mandating the use of thinner oils - 5W/10W-30's instead of the 10W-40's that were commen in use up till then. It took a HUGE amount of effort and time to get consumers to accept these newer, thinner oils.
So give it 10-15 years, and consumers and man. have FINALLY convinced people that 5W-30 is an okay grade of oil. But the push for better mileage had never gone away, and thinner oils are one way to do that. But after all the effort to convince joe public that 5W-30 is an okay grade of oil, you don't want to start all over again - witness the fact that a lot of people still don't trust 5W-20.
So, to fix this, oil man. 'fashion' 5W-30's to shear down to a 5W-20 shortly after installation. The economy of 5W-20, but still 5W-30 on the cap.
Now, take this entire scenario, and apply it to Euro-spec vehicles. B/C of oil cost, they tend to specify longer drain intervals. Those drain intervals tend to need thicker, 40-weight oils to accomplish. Even is a well-formulated 30-weight can do this, the public is convinced thicker is better. So make a 40 weight oil that shears down to 30-weight to get the advantage of that grade.
I don't know facts on this, but I bet M1 0W-40 outsells a lot of A3 rated 30-weights because of this. They've got the manufacturers on board...