…, it's JSON use make it more conceptually compatible with the rest of the world and various other things.
It's also a lot easier to write Varlink services than D-Bus, because it allows you to handle each connection in a different process, thus being compatible with codebases that do not have event loops (D-Bus due to its multiplexing forces you to process all messages within the same process, and due to the global ordering within a single event loop).
To give one example, "bootctl" is a small tool that installs the systemd-boot boot loader into the ESP for you. It's a command line tool that synchronously copies a bunch of files into the target mount. We always had the plan to turn that into a D-Bus service, but never actually did it, because doing that is pain: we'd have to turn it into an event loop driven thing, which is just nasty for something so simple that just copies some files.
In a Varlink world, the problem goes away: