The short answer is that it's tradition. The long answer is that they failed to update the tradition to go along with the rest of the changes to the system.
Back when Gary was running the show, making your save against a dragon's breath weapon meant that you had moved around the corner or hidden behind a rock. Combat rounds were a minute long, so there was no point in tracking position down to the foot, since everyone was constantly moving around. Dodging an explosion didn't require your movement or reaction or anything, because it was all just subsumed into the chaos of melee.
When they introduced the grid, and especially when they went to the six-second round, that stopped being a reasonable assumption. Instead of saying that you are in a general area over the course of a given minute, now we're saying that you're effectively within this specific five-foot square over the course of six seconds. Our problem is over-constrained. There's not enough wiggle room left for anyone to hide behind a rock or around a corner, given that we know their position with such precision. And besides, now that we have reactions (which are used for things like opportunity attacks), it really seems like it would take your reaction to interact with the incoming flame.
So we're left grasping at straws. We need to figure out some explanation for what's going on within the game world, such that the rules we've inherited will still do an adequate job of describing that, even though the original explanation doesn't make sense anymore.