Because he finished a man Jones could not, and because he is a Just Bleed God Disciple who blends violence, ferocity, and entertainment quite well. Though his chances of victory are slim, he has still been impressive at LHW, and no less deserving of a shot than Anthony Smith was. We seem to confuse, "There is no fighter in the Division who looks like he can beat Jones" with "This fighter doesn't deserve to fight Jon Jones for the Belt".
Just because these guys have little chance of beating Jones, doesn't mean they didn't earn a shot at him with their body of work in comparison to others in their division.