There is a difference in the JSON format between what you can export in the UI and what you can export using 'az iot central device-template show' (or the REST API).
In the UI, you can export a JSON document that's a DTDL v2 document - for more information about DTDL, see https://github.com/Azure/opendigitaltwins-dtdl and https://learn.microsoft.com/azure/iot-develop/overview-iot-plug-and-play. This document is sometimes referred to as a device model. DTDL is used by services other than IoT Central.
Using the CLI (or REST API), you interact with device template. A device template is an IoT Central artifact that is a DTDL model with additional IoT Central specific data. As you pointed out, this document wraps the DTDL model. It also includes additional IoT Central specific information such as:
- Cloud property definitions
- Customizations
- Additional schema elements such as 'displayUnit', 'maxValue', and 'minValue'.