True! I think that the reason why we do not perceive CM3 as popular is that it is not something that you can use right away. Unlike Pi Zero it requires a custom carrier board, which narrows customers to those who are trying to build a product with it. They normally do not share much online :)

Neutis has advantages over CM3, it is much smaller, comes with Wi-Fi and BT and the connectors take much less space on the PCB!