They never used to have it - look at old photo's its just a silver fern. The words "New Zealand All Blacks" were added only so the NZRFU could copyright the logo.
Having said that, its been quite clear for the last few years that rugby in New Zealand is being run by people with the same corporate mindset that brought us Air New Zealand/Ansett disaster, the BNZ bailout, the near destruction of our corporatised health system, etc etc. This way of thinking says it doesn't matter if its health, baked beans or the national game, your can hammer the "product" into the same round hole with the same square set of rules applied with zero imagination, zero regard for the past and zero intelligence.
Professional sport is a crock of shit, a Roman circus of genetic freaks smashing each other for the enjoyment of the lowest common demoninator. Sportotainment is so rich in symbolism its makes you wanna cry! Fat white people watching brown people prized for there animal physical prowess and reinforcing white racism, overpaid thugs providing senationalist fodder for the media of instant gratification. The All Blacks are no different.