Because K&R had terrible keyboards so they abbreviated everything as much as possible. Traditionally := was used for assignment, which makes sense since it is an asymmetric symbol for an asymmetric operation.
The use of = for assignment goes back to Heinz Rutishauser's Suplerplan from 1951, and it was adopted by Fortran.
Plankalkül had the order and the assignment reversed relative to C, so to increment a variable Z1, you'd write:
| Z + 1 ⇒ Z
V | 1 1
S | 1·n 1·n 1·n
(The first line is the 'main line'; Z stands for Zwischenwert, i.e. "intermediate value". The second line is the 'value line', which contains the indices of the variables -- to store Z1 + 1 in a new variable Z2, you'd replace the second 1 with 2. The third line contains Struktur-Indizes.)