Ada would never have been cool.

Ironically I remember one of the complaints was it took a long time for the compilers to stabilize. They were such complex beasts with a small userbase so you had smallish companies trying to develop a tremendously complex compiler for a small crowd of government contractors, a perfect recipe for expensive software.

I think maybe they were just a little ahead of their time on getting a good open source compiler. The Rust project shows that it is possible now, but back in the 80s and 90s with only the very early forms of the Internet I don't think the world was ready.