Because we need reliable devices, so wired protocols... We have ModBus and MQTT witch works enough BUT we also have very few devices able to talk them. We have almost nothing well done "intelligence side" so to really create a smart home, the sole FLOSS alive is Home Assistant witch work but it's far from deserve a good award and most IoT stuff are just classic stuff with some bolted pre-made-by-third-parties "smartness" that in the end result in too limited flexibility to be of real use.
So it's not exactly a rival to ZigBee at least.
Z-Wave are going a different direction though, and I wouldn't be surprised if Z-Wave slips into obscurity over the next decade.
“To simplify adoption, Matter will start as an application layer on top of existing IP technologies, including ethernet, Wi-Fi, Thread, and Bluetooth (for device provisioning). This means Matter is not reinventing the wheel; it’s adding better technology to the highways our smart homes are driving on.”
https://www.theverge.com/22787729/matter-smart-home-standard...
I like that article as a casual overview, which also references “What matters about Matter”, an ‘explainer’ and a ‘living FAQ’:
https://www.theverge.com/22832127/matter-smart-home-products...