As a consultant, I have found RUP in use at a total of about three of my clients over the years. Not an impressive market penetration. Moreover, within the client organizations, I found that RUP had not made much of a penetration. In each case, one unit was using it on one system, and nobody else used it. There was no motivation from management to spread RUP out into other areas.
I can't tell you why this was. Precisely because of RUP's tiny impact, I never happened to be assigned to work with any of the systems on which it was used.
But I was disappointed by this. It looks like a great idea. Iterative methodologies clearly need to be more widely adopted in American IT shops because the old waterfall technique simply doesn't deliver.
Perhaps Rational is perceived as costing too much for what it gives you. A good chunk of it is project and library management tools, and there are plenty of those on the market.
But if I had to bet, I would put my money on the likelihood that American IT managers have not yet been able to adapt to an iterative software development cycle. Buying and installing software tools does not solve attitude problems, we all know that by now.