HTMX serves fully baked HTML that needs to be created on the back-end (or front-end-facing servers)
That is more processing than sending the raw data to the front-end and baking the HTML there.
It is also more bandwidth (unless the JSON is more verbose than the HTML generated).
Lastly, I can generate different HTML fragments on the front-end from the same client-side state with the data only being transported once. How is that working out?