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Because they don't?
I'm not sure what kind of answer you're expecting, but they are different books by different authors and they have different balance concerns. The cost for the same units (Giants, Ogres, Trolls) are different in each book because they are different armies.
But a "nice" answer is that it makes the armies more unique. Daemons don't use marks, they use icons. Marks are for sissy mortals and the odd Daemon Prince (who's still a sissy compared to real daemons--though not a DoC DP).
A bloodletter isn't just a warrior with a khorne mark, they aren't remotely the same. Besides, regeneration > -1 to hit, Killing Blow > frenzy, 5 boobs > init, etc. Daemons already got the cool toys.
The new White Dwarf is supposed to modify the rules and bring them up to date. I'm pretty interested how it goes.
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