Because you get lenses that have the same aperture all the way through. The Canon 17-55mm has an f/2.8 maximum aperture from 17 to 55mm. The closest direct comparison, is the 18-55mm kit lens, which starts at f/3.5 at the wide end and ends at f/5.6 on the long end. The latter system is cheaper to manufacture, and the vast majority of SLR zoom lenses are built like that. Zoom lenses that can handle larger apertures on their long ends are much more difficult and more expensive to design and manufacture. The 17-55mm f/2.8, for example, costs £800 over here, while the 18-55mm is in the £130 range. The 17-55mm has other advantages too, of course, but the right through f/2.8 probably makes up half the price.