I do not think anyone claims I2S is the be all, above all interface for audio, in fact, USB wasn’t to be either. It just so happens that in some DACs they simply sounds better for whatever reasons.
Most off-the shelf DAC chips will have an I2S interface to talk to and hence some manufacturers thought it would be wise to make it available externally, even though I2S is only meant for short connection, typically few centimeters. Now we see more and more DACs coming up with this interface - maybe they just want to have it for convenience and be competitive or maybe the designer have really put some effort to do it correctly (and there are good examples of it).
Another thing that is a FACT is that I2S is not approved by the Audio Engineering Society (AES) as an external data transfer protocol.
That alone should make any rational person question what these companies are doing and why they are doing it.
Have you considered that those companies who are promoting I2S are putting less $$$ into their other inputs so that their I2S input sounds relatively better?
I have not seen any manufacturer claim or promote their I2S input sounds better. All I can tell is I had two DACs with I2S input and in both DACs, there was no compromise on the USB implementation from the manufacturer side and I do not typically use AES/SPDIF as my DIY server doesn’t have it.
To have I2S or not is a choice for the designer/manufacturer and the market they want to serve. I still believe a well implemented USB both in the DAC and Transport (along with an optimized s/w) would be sufficient in most cases, however we cannot really generalize it and at the same time nobody is bashing Mojo DACs for not having I2S either :-)