My understanding is that Pix took over because the Brazilian gov did transfer payments during covid and the (only?) way to get those payments was via Pix. So it forced everyone to start using it. And once people had more familiarity with Pix, merchants started pushing for it because it charges ACH level fees.
The chargeback system (MED) is only so-so right now, but expected to get better.
There is a lot to like about Pix, but the spec is extremely complicated and hard to implement.