Why should PADI bother to improve?
They own 80% of the market.
If Apple sat on top of it's pile of money instead of reinvesting it in improvements would everyone still be using the Gen1 iPhone?
Pretty sure they can afford to re-build their lousy pro site to be more user friendly for the people at the lower part of the pyramid that are putting money into the bank account that feeds the mothership.
To their credit, the parts of the site that take money seem simple enough to find and work very well.