The only justification I can come up with for 210.21(B)(3) is that users will interact with a general purpose branch circuit long after the installer is gone. While for an individual branch circuit with a single receptacle, one can expect the installer to set up the equipment and for it to remain untouched for a long time.
It would be a rare piece of equipment that would come with a 30A plug but could be safely used on a 20A circuit. [For example, some EVSEs are rated for 24A continuous and come with a 30 amp plug, but can be downgraded via internal DIP switch to be only 16A continuous.] If such equipment is installed on a single 30A receptacle on a 20A individual branch circuit, and is configured for 20A, there's no problem.
In contrast, if you have an unused 30A receptacle on a 20A general purpose branch circuit, you are inviting the user to plug in an arbitrary piece of equipment with a 30A plug, which most likely draws more than 20A. So why facilitate creating an overload in this fashion?
Cheers, Wayne