why we can't use `this` in `hooks` property methods?

[netcon]

new Vue({
    hooks() {
        // we can't use `this` here
        console.log(this); // undefined

        useEffect(function() {
            // but we can use `this` here when we use `function` keyword
            console.log(this); // vm;
        }, []);
    },
});

see above, we can use this in many other property methods like data, mounted, updated and so on but hooks, why do we design it like this?