I think it might also be that people mostly consider languages from the perspective of what they'd write a greenfield codebase in. And if I'm gonna pay the GC cost, I'd much rather work with language/library body that doesn't have tons of ownership idioms that are basically irrelevant with a GC. So it's not Fil-C vs Rust directly; it's Fil-C vs Go (Go wins), then Go vs Rust (more interesting decision).
But for existing large C projects that are ancient enough that running on modern hardware far outweighs the new GC cost, and that are mature/minimally maintained so the development costs for a rewrite/translation won't ever pay off in future maintenance, I think Fil-C is an intriguing option.
btw, IMO Rust has more going for it than just the borrow checker.