Why's everybody obsessed with the popularity contest?
Rust is a great language with some great killer features.
It does not need consistent propaganda preaching how it's a better choice than "insert other language".
Every system programmer is aware of Rust and it's pros. Doesn't mean it's a language that fits the use case, project, constraints and even preferences. It's not just about generating code, it's also about reading it and maintaining it.
Thus some people just prefer alternatives, be it C, C3, Odin, Zig, Jai or whatever else there is.
You said it yourself, it's selling point is "nicer C", so it's for people that don't want to write Rust or C++ but a nicer C.