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It is called manpower pooling. So that they could contact you should they failed hiring the top candidates.
Several reasons:-
a) It's the fashion
b) If there is a large number of applications it is time-consuming to do replies, so they don't: and if there is a small number of applications, they don't want anybody to know so they still don't do replies
c) The job advertised does not really exist, so a meaningful reply is impossible
d) Replies make the process more human. For people to work in HR they have to regard the staff and candidates as things, not humans, so they can't do replies