The way I make sense of it, is we sometimes return failure (i.e. from main). So 0 is no failure (aka success) and we can use the same thinking. The correct, expressive way to write it is probably use "EXIT_SUCCESS" and skip the ones and zeros. Pretty sure this comes from Unix. And with a lot of the other functions in cstdlib it's the same way as using integers as booleans. For example a "malloc()" will either return your memory or a null pointer and the 0 is the special failure case.
But IMO the programming language shows its age and the context it was used in. More modern programming language design tends to be more strict with the types. Differentiate between interfacing with Unix stuff and other kinds of values. And we got more powerful concepts to deal with errors. So we don't always have to abuse the zero to say we ended up in some special case.