The KVA rating of any component is based on its ability to reject heat to its environment. You may note, for example, that some transformers have cooling fans, and are assigned a higher KVA rating when the fans are running and therefore that the component has an improved ability to reject heat.
I think transformers are rated in KVA because that is the parameter that we need to know. The design process begins with a load calculation, and the calculation results tell us the load in units of KVA. So I would select a transformer size based on the amount of KVA I know that it will need to serve.