I guess that when there aren't any supplies of peat-based compost available, more companies might include a water-retaining gel in some form or other. (Is there any around at the moment)?
I use this down at the bottom of pots and hanging baskets, but reckon that it may just be a bit too much for shallow seed trays, as they're always standing in water trays, and there's only an inch or so for the seedlings to reach down to get a drink!
Also, the capillary action of added vermiculite, sand or perlite may be an answer, but all this seems to fly in the face of needing a decent compost, containing a proper mix of organic matter, be it coir, peat or whatever! There's always the option of adding a little liquid fertiliser here and there, which I often do if the seedlings need a bit of a boost - or more to the point, when I've forgotten how long they've been in their trays...;0)