I think the problem is that they come factory installed so effin' tight that people work on the assumption that they need to get them back just as tight. Or rather, they feel the need to put as much muscle into tightening it as they did to loosen it. If someone spends a half hour with a friend and a PVC pipe stuck over the filter wrench handle to get it off, they're not going to put it back on hand tight.
What would be nice is something like a sticker on the housing telling the user to only put them back on until they're (for example) hand tight plus a half turn, or whatever it needs to be. Maybe new filter/media could come with a little pouch of silicone grease or the filter assembly could come with a tube of it.