It was a typo; I was on my phone. Should be "content."
The issue is that it's often (and increasingly so) faster and cheaper to reach content over v6 than v4, even for dual-stacked clients. With v4 you'll have to NAT at the client end and possibly again at the ISP end. With v6, you go straight out to the server.
ISPs are already running low on v4, and none of them really want to deploy CGN. It's expensive, fragile, and slow.