Availability.
18650 had been accepted as something of a sweet spot between size and power for a lot of gadgets like torches, vapes and similar.
This means that while there are a range of alternative size options available, 18650 had become the most common, and because of that also the most readily available, and the most cost efficient.
This means that when it comes to choosing a power source for a new gadget, basing it around a common cell means you will be able to build it for cheaper, and have less chance of supply issues than you would with a more esoteric option.
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