I assume the IIHF promotes it because it elevates their tournament (World Championship) by putting it near the Olympics and Stanley Cup in importance. Of course the whole thing doesn't make sense. The world's best international tournament, the world's best league tournament... and another international tournament.
Olympics, World Championship and World Juniors would actually make sense since they are all at least international tournaments put on by the IIHF. The list would be filled with Soviets players, though some Canadians would be there. Off the top of my head - Sakic, Niedermayer, Pronger, Kariya, Bergeron, Toews, Iginla.