That change was reverted, rogues can SA once per turn again now.
I can't speak for 4e - but in 3.5, all Rogues could UMD, not just a single subclass, and getting your hands on magic items (especially consumables) to use it with was much easier / more readily assumed due to WBL being a baseline expectation. Moreover, their offense had a higher ceiling when optimized since sneak attack triggers on every hit rather than once per turn.
What's not to understand? UD works on a single attack per round. By the time you have that 17 AC (8th level at the absolute earliest barring CL) most things you're fighting have multiple attacks. Being in the front also usually means plenty of Con and Str saves, e.g. things trying to poison you. They don't have shield proficiency and have d8 HD.
It makes them not suck to be sure, but you're overselling Athletics Expertise. Most Rogues have a 10 Str if not 8, so your Expertise in Athletics still puts you behind a Str-based character with simple proficiency at most levels in an actual campaign. They catch up at around level 13, where most campaigns end. And even if you do all that, you're giving up your entire action to use it, compared to a Fighter or Barbarian or Paladin who isn't.
You could instead invest in Str + Athletics Expertise, but then you're making yourself a worse rogue to be better at something that someone else in the party can probably do more easily instead.