It is probably at least in part an instance of consumer lock-in, the phenomenon where the advantages of the majority of the market using the same or compatible products outweigh sufficiently minor differences of one version of the product versus another. (When I learned this term, the canonical example was VHS versus Beta. I am just about old enough to remember that when VCR terminology first came out, vendors would carry both. Already when the first video stores opened up there was more product available in VHS, so a lot of stores would have just one rack with all the Beta products. And eventually of course Beta died. However those who remember and care seem to largely agree that Beta was the superior technology. Apologies for giving such an old-fogey example. Can someone suggest something more current?)
In particular, when it comes to electronic calculators, having everyone agree what's going to happen when you press a certain button is a good thing. (In fact, another lock-in phenomenon is that when I was in high school in the early 90's, most students had Texas Instruments calculators of one kind or other. Among the real geeks it was known that the "cadillac of calculators" was actually the Hewlett-Packard, which used reverse polish notation. Serious CS people appreciate RPN, but the problem is that if you're a high school kid and pick up such a calculator for the first time, it's very hard to figure out what's going on. I haven't seen an HP calculator for many years.) The notation $\ln$ is simple and unambiguous: you don't have to like it (and I don't, especially), but you know what it means, and it's easier to fit on a small calculator key than $\log_e$. I think if you're first learning about logarithms, then base ten is probably the simplest (to have any clue what $e$ is other than "about $2.71828...$" requires some calculus, and is in my experience one of the more subtle concepts of first year calculus), so it's reasonable to have that be the standard base for the logarithm for a general audience.
Also, I'm sure everyone here knows this but I wish my calculus students had a better appreciation of it: exactly what base you take for the logarithm only matters up to a multiplicative constant anyway, since $\log_c x = \frac{\log_a x}{\log_a c}$. So it's no big deal either way.