Why can't they tell me what 9 * 6 = ?

I have heard so many times that students do not know their basic math facts from several different teachers.  The truth is that so many of the students do not.  I learned my basic math facts through pure rote memory.  The question is:  Why do the students of today have such a hard time learning them?  I do not know the answer because I teach middle school where they are suppose to know them, not learn them.  My only alternative is to work with the students where they are.  On Fridays, we have basic skill review.  Not only do I do basic math facts but also fractions and problem solving.  On a daily basis, I incorporate basic skills in their warm-up or beginning activity for the class period.  This helps a lot.  Perhaps by the end of the school year they will be better at basic math facts than they were at the beginning of the year.