One of my working hypotheses is that programming is terrible. More precisely, the majority of (smart) people who are introduced to programming have a terrible experience and do not pursue it. I think many smart people walk away thinking that it's stupid – that the design and workings of prevailing programming languages are absurd, tedious, and nonsensical. (Note that most men aren't interested in a programming career either. So it's not just smart women.)
Most intro to CS or programming courses seem to use Java these days. That's an unfortunate choice. To veteran programmers, Rust likely seems very different from other languages. Its default memory safety, ownership and borrowship and other features are innovative. (Though the amazing performance of Go's garbage collector seems to weaken the case for Rust's approach somewhat.) However, to new learners, I'm pretty sure Rust will be awful. It's fully traditional in its mass of punctuation noise, just saturated with bizarre (to outsiders) curly braces and semicolons. It also has, in my opinion, extremely unintuitive syntax. I see it as somewhat worse than Java in that respect.
Honestly, Rust is brilliant in more ways than one. I just think they punted on syntax and punctuation noise. I think our timeline is just weird and tragic when it comes to programming languages. They're almost all terrible and just so poorly designed. There's hardly any real scientific research on PL design from a human factors perspective, and what research there is is not applied by PL designers. PLs are just the result of some dude's preferences, and no one seems to be thinking outside of the box when it comes to PL design. In the end, to really make progress in computing and programming, we might need outsiders and non-programmers to design PLs. I'll say that the now-canceled Eve programming language project is a notable exception to the consistent horribleness of modern PLs. We need a few dozen Chris Grangers.