In my opinion, svn lost to git because git is just so much better in a distributed environment. To me the improvement between git and svn is much more than the improvement between svn and cvs. In fact, by many aspects, I preferred cvs, but now that we have git, they can both go to hell.

Now, it is not the only DVCS, there is also Mercurial, which is built on similar principles. It could have become the standard, but I agree with you that the reason it didn't probably has to do with Github and Linux.

jj isn't fundamentally different from git, it is actually compatible with git, which is a good and a bad thing. Good because it makes transition easy, bad because it is fundamentally the same thing and there is no pressing reason to change.

But jj definitely look nicer than git, which is not hard, under the hood, git is great, but it is ugly. It started off as a hack and it still shows. I think the common sentiment of "I know git, I don't want to learn a new VCS" mostly tells about how painful the process of learning git was. If you had started off with Mercurial, like I did, I am sure it would feel much smoother, it is just git that is messy. For jj, it looks like they took the best parts of git and mercurial, so hopefully, the transition will be rather painless.