Because your non-smartphone camera doesn't have enough ram/speed to do that I assume (when in burst mode)
If a smartphone camera is doing it, then bad camera app!
the main reason is probably that the chip is already outputting the image in a lossy format, and if you reorder the pixels you must reencode the image which means degrading the image, so it's much better to just change the exif orientation.
Most modern camera modules have built in hardware codecs like mjpeg, region of interest selection, and frame mirror/flip options.
This is particularly important on smartphones and battery operated devices. However, most smartphone devices simply save the photo the same way regardless of orientation, and simply add a display-rotated flag to the metadata.
It can be super annoying sometimes, as one can't really disable the feature on many devices. =3
Rotation for speed/efficiency/compression reasons (indeed with PNG's horizontal line filters it can have a compression reason too) should have been a flag part of the compressed image data format and for use by the encoder/decoder only (which does have caveats for renderers to handle partial decoding though... but the point is to have the behavior rigorously specified and encoded in the image format itself and handled by exactly one known place namely the decoder), not part of metadata
It's basically a shame that the exif metadata contains things that affect the rendering