I went to school with a 30cm ruler in the 80s. As a result I have an instinctual sense for that length.
Why shouldn't a measurement that is so natural and familiar to most people that most human societies developed an analogous version and even places without it still end up using it, be a first class citizen of that measurement system?
That's what confuses me. It's a dumb confusion admittedly. It's basically an argument to "Beauty" or aesthetics or similar.
It's the length of an A4 sheet of paper (also, by extension, the size of many school books, backpacks and … rulers).