Why is the reference value of $K_w=10^{-14}\ \mathrm{M}^2$, such that $[\ce{H+}]= 10^{-7}\ \mathrm{M}$ and $[\ce{OH^-}]= 10^{-7}\ \mathrm{M}$ for pure water at $20\ ^\circ \mathrm{C}$?
For example, why isn't $K_w=10^{-18}\ \mathrm{M}^2$, and thus $[\ce{H+}]= 10^{-9}\ \mathrm{M}$ and $[\ce{OH-}]= 10^{-9}\ \mathrm{M}$?