The Visa Waiver Program was not available in the 1970s - then any visit required a full visa even for UK citizens. This meant the interview process which could be quite involved even then and meant travelling just to obtain the visa.
I can't remember exactly when it came in but it was originally valid for 180 days then halved later - after 9/11 I think.
But most people visiting from the UK go for holidays so few would need the full 90 days in any case.
It can lead to queues though at US Immigration and some US airport shave been criticised for the length of time it can take to process plane loads of people that have landed at the same times.
I gather that in the case of Ireland something more civilised occurs. If you fly from Dublin you actually go through US immigration there so it's straight through to baggage reclaim for them when they land. Obviously this could not be the case at every airport but perhaps at some of the more important ones? 
[B][COLOR="Red"][SIZE="1"]Reverend Earl Trefor the Sublunary of Kesslington under Ox, Venerable Lord Trefor the Unhyphenated of Much Bottom, Sir Trefor the Corpulent of Leighton in the Bucket, Viscount Mcclef the Portable of Kirkby Overblow.
Cymru, Yr Alban, Iwerddon, Cernyw, Ynys Manau a Lydaw am byth! Yng Nghiltiau Ynghyd!
(Wales, Scotland, Ireland, Cornwall, Isle of Man and Brittany forever - united in the Kilts!)[/SIZE][/COLOR][/B]
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