I already had iTunes Match, and then Apple Music launched first in my country, I tried Spotify but when they finally launched but their catalog was worse, and syncing your existing library of music never worked well (network error? let's delete everything!).

Apple Music's killer features for me are the iOS integration and cloud sync+playback of your existing library of MP3s and iTunes purchases. Also as bad as the iTunes UI has gotten, my experience with the Spotify app was even worse.