Because syntatically as a language/tool it is super easy to remember. Writing one liners with awk feels more intuitive to me.
Awk example:
ls -l | awk '{print $9, $5}' or ls -lh | awk '{print $9, $5}'
Seems a whole lot simpler. To me. I find if you have to write exhaustive shell scripts then maybe you can look for something more verbose like Perl, I guess.