Most other areas of tech have improved hundreds of thousands times over what was available in 1990 but if I walk Tesco now pretty much the same batteries are being sold as years ago.
Part of the problem is that you're buying your batteries in Tesco. Highstreet stores don't care about battery technology, and the battery suppliers (Energizer, Duracell etc.) are keen for them to stock profitable products.
Case in point; Go into a supermarket and look at the paltry, ridiculously poor selection and type of rechargeable batteries available. Last time I looked, I saw Duracell selling 1400mAh AA NiMH rechargeables, a technology from 1980.
Better batteries exist, they exist in droves, but you're never going to see them at Tesco.
Like Mrk mentioned, Panasonic (formerly Sanyo) Eneloops hold a typ. 2000mAh and hold that charge for
years. The Eneloop Pro (formerly Eneloop XX) holds 2400mAh for more than a year, and can be used more than 500 times without seeing significant capacity degradation.
Moving away from NiMH and to Li-ion tech, power density has increased massively, and more importantly, cost has dropped. In the last twenty years, Specific energy of Li-Ion cells has gone from 100Wh/Kg to over 260Wh/Kg, and with the technological developments for battery materials, this is expected to further rise.
It's naive to assume that just because you haven't seen it, even though you've not been looking, that the technology hasn't advanced.