Because there are so many legitimate uses in the British Indian Ocean Territory.
(as a note, nic.io actively want the domain used as people are indeed using it)
nic.io want to exploit the extension for profit, so obviously they will encourage wide usage, but ultimately what they have under their control is a ccTLD.
So? Someone chose clay.io instead of claycorp.com or somethingelse.com, doesn't get found by Google and now wants Google to change the TLD to a gccTLD disregarding the locals.