For much the same reason why [ insert random product here ] is considered by many to be superior to its modern counterpart: Nostalgia, the old "they don't make 'em like they used to" bias.
That is not to say that there aren't any fantastic NOS tubes out there. Some Melz and Westinghouse 6SN7s, for example, are truly fantastic and can't be beat with new-production equivalents.
But at the same time, there are also some horrendously bad NOS 6SN7s out there (GE, Sylvania, IMHO), as well as some seriously good new-production ones. (Psvane CV181-T MKII, for example.)
Meanwhile, over in the 6922 camp, the new-production Genalex Gold Lion E88CC is pretty much unbeatable in sonic performance. I have yet to hear a NOS tube that comes even close.
For each and every magnificent Melz and Westinghouse out there, there are dozens of NOS duds, too. They're just not talked about as much, because why would you even want to discuss them if they don't sound all that good to begin with?! And new-production tubes aren't quite as collectable (and thus worthy of discussion) as the few really good NOS tubes are. And so you end up with most of the debate that's out there focusing mainly on the handful of noteworthy NOS tube types, and that makes it seem like they'd be the bee's knees.
That's just the internet doing its thing, I suppose.
So, personally? I don't think that NOS sounds any better or worse than new production. Some NOS tubes outperform their new production counterparts, while other new production tubes leave their NOS brethren in the dust. It really depends on the specific tube you're looking at.