Game engine programming, more generally projects where the programmer controls the spec and data. More specifically, passing custom allocators to specific subsystems.

That may sound like "Q:why buy this truck? A:Cos it has a nice oil filter" but it marketed as a language "[for the] joy of programming".

Perhaps the goal is to get more people into programming following the same playbook as the scripting wars we had in the 2000s. Or it's part of a larger trend to get mind-share away from c.