They are competing against the Zoom Zoom Zoom of Mazda.Yep. Manufacturers call this "sporty". The days of being able to spin a steering wheel with one pinky are all but gone. They try to make everything firm from steering to suspension these days. Not everyone wants a "European" ride and "race car" steering - some of us like a car that is easy and relaxed to drive and not quite as engaging - maybe not as easy as a 1986 Lincoln Town Car, but a happy medium would be nice.
Having said that, the steering does feel a tad heavier on my new 2016 Touring than it did on a new 2015 EX-L I was previously driving.