The Satmar Rebbe told them in 1951 to do it, so they do it. Think of it like its a cult and the cult leader commanded everyone to do something so now they all do it.
My wife don't want her hair to be uncovered under any circumstances, as the gemora says in Yoma 47a "ת"ר, שבעה בנים היו לה לקמחית וכולן שמשו בכהונה גדולה, אמרו לה חכמים, מה עשית שזכית לכך, אמרה להם, מימי לא ראו קורות ביתי קלעי שערי"
So if that's the case why the headache of taking care, washing, showering hair she won't enjoy anyways?
Is that a cult?