If you're in a Mathematical Research or Engineering context then you will likely have some models or systems that someone else has written in MATLAB.
If you're writing your own code and you have freedom over your environment then you should pick the best language for your use case.
For me the main thing is that math is "native", I don't need to import anything to start doing linear algebra. In python, doing math seems like an afterthought. For example, python offers you strings and dictionaries out of the box, but not ndarrays. In Octave, it is exactly the opposite, and it just feels right.
Additionally compared to python's matplotlib, Octave / Matlab's plotting syntax is much simpler. Not faster but its functional.
In short, its a great educational tool, prototyping mathematical / engineering models. Bad for production use where you are using the code base to actually solve an engineering / science problem.
Relatively terse syntax for array/matrix operations.
The use of a zero is admittedly a relatively new concept, and it may not catch on.