The entire point of GATs was to carve out a design space that solved peoples' problems without being so high-minded as monads and HKT and so on. Unfortunately, a lot of people who like monads like to talk about GATs in the same way. But its really as simple as this: when you add an associated type to a trait, you can make that type generic, the same way you can make a type alias generic when its not in a trait. The whole point of specifying GATs and not a more general "HKT" is that it's an obvious extension of the existing language.
There are lots of useful traits that you can't define if you can't make an associated type generic, so people are excited to have this feature.
It turned out that implementing this in rustc took a very long time, because refactoring the typechecker of rustc to support this was challenging. But that doesn't mean the feature itself is complicated or difficult to use. The whole point of GATs is that it shouldn't really feel like a feature once it's done: naturally, if you are writing a trait with a method that returns `Self::Foo`, but you need it to be `Self::Foo<T>` or `Self::Foo<'a>`, you can just do that, rather than the compiler telling you that it's not supported.