You can argue that the electronics themselves are not that interesting, or that they are overpriced. That may be true. But Lego's manufacturing quality and QA is legendary. The fact that these robotics kits are seamlessly compatible with the entire system opens up some really fun possibilities.
I would recommend visiting a fan exhibition when things get back to normal. The things people come up with are astounding. (https://www.youtube.com/watch?v=kFD2e3IxO_c is the readiest example I could find).
Without it high quality manufacturing and QA won't help.
I would tend to agree with you on this, but the closest thing to that (mBot) is Chinese and frankly a total mess. You need quality hardware element and kit design, you need a holistic ecosystem approach, you need a solid, continous software investment/strategy, you need great product management, you need great documentation etc. None of that is present there.
In a way I guess it's similar to our software platform wars (i.e. Mac OS vs Windows, IOS vs Android etc).
And legos, more than most things, are thus programmable structures. Recall that lots of early computers (for example, the one on Apollo missions) were NOT re-programable. The code was encoded in the physical form, and couldn't be moved around without essentially re-manufacturing the device. The step to programable computers was a major milestone.
Legos make a similar leap in an engineering space instead of a computational space; it's super cool.