Question: Command extension: Why is simplify(...,ext) not working

In the example below, the second call to simplify is ineffective

eq := (a*x + b)/(c*x + d) = 1;

`simplify/nodenom`:= x -> (numer@(lhs - rhs) = 0)(x);                       
                      
`simplify/nodenom`(eq);
simplify(eq, nodenom);

Why is that?
Convert, for example, works

`convert/nodenom`:= x -> (numer@(lhs - rhs) = 0)(x);

`convert/nodenom`(eq);
               
convert(eq, nodenom);

 

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