A lot of people (myself included) are working on tools and protocols that interoperate via CBOR. Nobody is selling CBOR itself, but I for one have a vested interest in promoting CBOR adoption (which makes it sound nefarious but in reality I just think it's a neat format, when you add canonicalization).

CBOR isn't special here, similar incentives could apply to just about any format - but JSON for example is already so ubiquitous that nobody needs to promote it.

If I adopt a technology, I probably don't want it to die out. Widespread support is generally good for all that use it.