So really, why is this that important ?

I think this is the best explanation of why it is so important, in an mail to Joi Ito, Carl said it well.

“Our proposal for .org is not only the only pure non-profit bid,
it is the only one that treats the .org registry a a public trust.
We’re proposing a fully-open, transparent operation: all statistics,
finances, and source code will be published. We consider .org to be a
public trust, not a public trough: that means that all revenues will be
devoted to the .org domain and to public infrastructure.

We’ll also make some real changes to how this crucial piece of
public infrastructure runs. For example: our performance specifications
meet or exceed each of the other bids. (E.g., zone files for the DNS
will be published in 5 minutes or less in contrast to the current 24
hours.) We’ll be deploying secure DNS. We’ve got some advanced
development work already published that shows how small namespaces
(e.g., personal namespaces like Whois) can be changed.

Our team has been doing this for 10 years+. In contrast to the
other bids, ours is about people. We’re personally signing up to run
.org, not promising that some newly-formed organization or some opaque
MIS staff will do this.

Bottom line: a rock-solid public infrastructure based on our
extensive experience doing this. Most importantly: the first truly open
and transparent registry. It doesn’t matter if you think there should
be a million TLD’s or ICANN should be abolished or whatever: the first
step is to create a reference implementation so everybody knows how
registries should operate. We’re proposing to run and then document a
best current practices registry.“