If they are going to fine people, then they need to send out reminders. My work colleague has just discovered that his ran out before Christmas, so he is renewing it today, but what if he hadn't realised?
When you're middle-aged, you don't very often need to use your driving licence for photo id (like young people often do when buying alcohol for instance), and I know I never keep mine on me. It is in a drawer upstairs, and a date ten years hence is a long time to have to remember.