Why isn't everyone adopting Jade instead?
If that's it, Jade looks like a specific way to specify HTML documents, which is probably the biggest use-case for Markdown, but not the only one. It's important to also have a generic markup language for "documents" in general, not just HTML pages. For example, I spent most of the day today writing R code in an Rmarkdown document which allows my data analysis to be somewhat self-documenting. If I had to use an HTML-specific markup language, it wouldn't have worked real well, and I might as well have just used LaTex.