The issue is, I think most people (myself included) enter YAML into their lives as basically a JSON alternative with lighter syntax. Without really realizing, or perhaps without internalizing, the rather ridiculous number of different ways to represent the same thing, the painful subtle syntax differences that lead to entirely different representations, the sometimes difficult to believe number of features that the language has that are seldom used..
It's not just alternate skin for JSON, and yet that's what most people use it for. Some users also want things like map keys that aren't strings, which is actually pretty useful.
I recall there being CoffeeScript Object Notation as well... perhaps that would've been better for many use cases, all things said.