For one, cow's milk is cheaper and has been around forever. People like how it tastes, so even if they knew nothing about what sugars or fats or vitamins or proteins it has, they would still go with cow's milk if they don't have an intolerance. So why they use cow's milk is both out of practicality and because they know it does the job. Protein is well absorbed. The sugars are great for post workout nutrition.
I don't see how mixing your shake with rice milk instead of cow's would impair your muscle gain, if your protein and calorie intake is set adequately. You might be missing on the effects of lactose and the dairy proteins, but I doubt it will be to a visible extent.
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