Yep especially the part about "how easy it will be to produce software for your target users". Case in point. My company uses PHP/Laravel framework for our SAAS and we didn't just choose it because it was cool but because Laravel comes with a great ecosystem, packages and community and most of my team was good in PHP for a while. I actually tried to go rogue by trying to force Golang on my team (long story) but almost dodged the bullet when my CTO told me to go pound sand just because I wanted to switch to Golang (I am the CEO). I am so glad I have people to tell me that I am wrong when I am.
We have not only created a great product but the time to market is 20 times of what could have been if we had switched to Golang just because it was cool (and don't get me wrong, I love Go as an amateur programmer and even wrote an internal tool in it to help our team). But for our core SAAS product, focus should be on time to market, customer needs and our team's strength and I am so glad we stuck to what works for us, PHP and Laravel in this case. I hardly have a customer asking about the Programming language we use (may be 2-3 have asked in last 7 years and those were technical folks from customer's team)