I think the much better question is why would somebody use OP_RETURN for stamps, BRC-20 and Counterparty. It does make a difference for some of these protocols if the data is in an output, or the scriptsig, or witness part of a transaction.
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With stamps the explicit goal was to bloat the UTXO set. Their marketing framed that as "unprunable".
Counterparty was designed before SegWit and due to fee spikes around that time was pretty much unmaintained afaik.
BRC-20 is just crazy. JK, I have no idea how that one works.
https://bitcoinexplainedpodcast.com/@nado/episodes/bitcoin-explained-76-stamps-and-the-invalid-block-caused-by-it
Oh, I was wrong here, BRC20 was the one that embeds json in an ordinals inscription - lol.