RS232 is not popular as it used to be and is mainly replaced by USB [wikipedia]. Problems such as mentioned in this question doesn't help its reputation either.
In a new system design therefore, one could think of using USB instead of Serial Port for communication. However, it still seems like RS232 is the serial communication protocol/port of choice.
Why is that? I understand changing old machinery that work with RS232 is costly, but what prevents new system designers from using USB instead of RS232?