Probably because the application still uses a 16-bit installer or the application installer checks for compatible Windows and found none...
Some 32-bit application need access to the kernel, which is in 64-bit.
Some 32-bit application might still work..but there's no guarantee though, unless you check with the software maker. That's what you currently get with 64-bit, wait a couple more year until everyone moves towards it and major companies start producing 64-bit support for their products.