So it's actually a really simple reason, but you're going to have to think a little bit about what's going on.
The transport equation states that everything which is a "stuff" can be viewed in this way: "A small box flows downstream; the time rate of change of the stuff inside of the box is equal to the flow of stuff through the boundary of the box, plus whatever stuff is inserted into the box through some other mechanism." Of course, the fluid's own mass is a stuff, its momentum in the x-direction is a stuff, its temperature is a stuff in the form of thermal energy, etc. Pretty much anything which is conserved can be viewed as a "stuff".
Taking it by parts, the stuff is described by some concentration or density $c$; the stream by some velocity field $\vec v(\vec r, t)$. The part which says "a box flows downstream, the time rate of change of the stuff inside of the box" starts us off with:$$\frac{\partial c}{\partial t} + (\vec v \cdot \nabla) ~ c = \dots~~~.$$(If you've never seen this before: the box will at time $t + dt$ be at $\vec r + \vec v~dt;$ Taylor-expand $c(\vec r + \vec v ~dt, t + dt) - c(\vec r, t)$ to find that "convective derivative".)
The flow of $c$ is then described by a current density $\vec j$, but this only accumulates in the box with its negative divergence. Finally the "other mechanism" is just left as some term $q$ to be filled in later, hence$$\frac{\partial c}{\partial t} + (\vec v \cdot \nabla) ~ c = -\nabla \cdot \vec j + q~.$$A typical form for $\vec j$ indeed states that$$\vec j = c ~\vec v - D ~\nabla c ~.$$This says that the "stuff" is chiefly flowing downstream, but also has some effect where it doesn't flow downstream: namely it flows from a high concentration to a lower concentration by a "locally linear" flow (Fick's law, linear in the sense that twice the concentration gap locally = twice the flow). Plugging this form in gives the common form:$$\frac{\partial c}{\partial t} + \nabla \cdot (c ~\vec v) = D \nabla^2 c ~+~ (\nabla D) \cdot (\nabla c) ~+~ q~.$$
So now jump back to that expression for $\vec j$: can you see why $D = 0$ is the only appropriate choice when we're talking about the mass of the fluid itself?
Yes: it's because all of the information that we need is already in $\vec v$. The flow of the mass of the fluid itself is simply $\rho ~\vec v$, full stop, nothing else.
Put another way, If the fluid mass were flowing any other way, then $\vec v$ would be different to compensate. The fact, for example, that the fluid may be compressible is already there in the equation, hidden in the $\nabla \cdot (\rho ~ \vec v)$ term. The only thing that's not there is if fluid is coming into the stream from the outside world, but that's buried in $q$. There is no possibility for the fluid mass to self-interact outside of this mechanism without us defining a different set of particles as the "fluid" proper and following that fluid as our $\vec v$, in which case those particles' $\rho$ has the same phenomenon occurring.