They may continue to use it as long as they want.. It seems they are unknowingly following Advertising Guru David Ogilvy.
This is from his book Confessions of an Advertising Man:
The two most powerful words you can use in headlines are FREE and NEW. You can seldom use FREE, but you can almost always use NEW
Of course, using "free" may prove disastrous for most businesses. So they continue to use "New", as Ogilvy suggested! (In my hometown, I am seeing a "New Janta bakery" for last 15-20 years! :-) )
See question on Quora