Why alternator rated in kVA. Not in kW?

Alternator
Why alternator rated in kVA. Not in kW?
The power √3 VL IL Cos
φ delivered by the alternator for the same value of current, depends
upon p.f. (Power Factor=Cos φ) of the load. But the alternator
conductors are calculated for a definite current and the insulation at
magnetic system...