I think it’s not so much that it isn’t a priority as that the priority for most companies now is the new matter standard, and that works with protocols that use IP addressing. Those include Wi-Fi, zigbee, thread, and Bluetooth. There is one version of zwave that supports IP addressing, but none of the currently available hubs use it. So it is technically much more difficult to bridge Z wave to matter than those other protocols.
SI labs, which makes the Z wave chips, is working on a method they call Unify. But while it makes for a really pretty schematic drawings, it’s not a practical reality yet. the only zwave hub manufacturer that I have heard even mention matter is the new Zooz Z box, but even there they just say that they would like to someday, not that they have any current initiatives to do so.
More detailed discussion in the following thread:
Matter - smart home connectivity standard (formerly Project CHIP)