Here you got me thinking: do we even understand that now? There was quite a bit of contemplating about of semantics, data types and different kinds of abstractions in the programming languages for the last couple of generations already, but the general consensus about the syntax is that "nice syntax is nice, but it isn't really that important". Most modern languages loosely follow either something C-like or Algol-like, most people like what they are familiar with. There are sometimes claims that a good syntax should be successfully parsed by some relatively simple parser (which is totally not obvious, TBH, because while it is clear why C++ is a good counter-example, we don't really have that many good examples: classic LR-parsers or something like that are really not that powerful, and most real-world programming languages implement something very non-generic of their own). Some people claim that "good syntax is no syntax" (Lisp), and some say that Haskell has a good syntax (ikr). The bottom line being that this is just a matter of taste, unlike most of what we can say about types and data structures.
So, to summarize: I never actually heard a compelling general theory of good syntax.
This is completely offtopic, BTW, I agree that SQL is trash and it is even kinda funny that somebody tries to defend it like that, since for a long time it was sort of a textbook example of "why a language created with the idea to be used by non-technical people is a failure from the very beginning".