OK, so they do make headsets, but they don't particularly seem to market them.
Compared to the marketing power thrown behind mechs, shifters, chainsets etc they are virtually unseen. On the road side Campagnolo market theirs as part of the groupset, which seems logical. If you were riding a full XTR bike, an XTR headest would be almost a default choice sureley?
Obviously presuming the quality was up to it…
It makes a little sense if they weren't behind Aheadset at the start but they've surely got over it by now…?
EDIT: That could make sense if they are currently unwilling to pay the licencing fee, especially if it's about to be dropped…