Earlier quoted context omitted.
The trick with Serde is that it decodes straight into a native Rust struct. You get most of validation for free (it also nicely takes advantage of Rust enums with data), and struct access is maximally fast. A generic JSON decoder would give you a dynamic structure that can contain anything, and then you'd have to pick it apart.
Most deserializers in typed languages allow you to deserialize straight into structs or typed objects... Serde just doesn't use reflection to do it.
Performance of a lot of the reflection-based parsing APIs also leaves something to be desired, which means that projects with more stringent performance requirements often have to resort to stuff like Avro. This still happens with serde, but much more rarely--besides having more compile-time information at its disposal and needing to allocate less, it also provides relatively straightforward hooks to achieve things like zero-copy deserialization for strings where the whole buffer is available at once.