I think because Steem was an established name already and the Chinese want what the rest of the world is using. A clone would have worked but it wouldn't have been as sell able to the people I don't think. People want the original and not a clone. They are not allowed Facebook and such things so having an original block chain would have more appeal.
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Thank you for your answer. However, if Steem.it is just a front-end to its blockchain, pretty much anyone can create another front-end where there is no centralized censorship. I like Hive, but why create the Hive fork instead of creating a better front-end for Steem?