Because the viability of a language is linked directly to its ecosystem and big names using it, so people that want to use one language have to promote its use if it's not in the top 5. You don't see many people advocating for Java, but some people are advocating for C#, Kotlin, Scala. You don't see many people advoating for JS, but many people are advocating for Elm, TypeScript, ReasonML.
On the other hand, people that are "forced" to use a language want to bring features from other languages they'd rather use. You can see in this graph https://go.dev/blog/survey2020/missing_features.svg (from https://go.dev/blog/survey2020-results) that people that want Go to change want to bring features from ML, Java, Rust, etc. Other languages. Because they have to work with Go or want to work with it but want to bring what they already know with them.
Lots of people spend 8 hours a day using the programming language that their company chose. Adding a few things that they like to it seem like a good way to make their life better.