Aside from many of the other common reasons, Rust is a fun language to code in (once you understand it well). The language design has learned a lot from other languages, and the tooling has been influenced by many other successful ecosystems (npm as a big example) and trendy workflows (the community seems a bit centered around github, which works for me).

A few examples just off the top of my head: the language doesn't hide performance tradeoffs, namespacing makes sense, "zero-cost abstractions" are beautiful and common through the ecosystem, cargo is a wonderful tool for building, creating docs, testing, etc. I've had a lot of fun using Rust to build things I really didn't need it for.