Once the syntax sinks in, it's significantly easier to read than most other mainstream languages because there are significantly fewer rules/concepts/themes to comprehend.
As an extremely simple example, after learning what this does:
let a = loop { break 1; };
you can bet the programmer can figure out what's going on here: let a = if true { 1 } else { 0 };
A language serves three purposes: it must be easy to write, it must be easy for a human to read, and it must be as unambiguous as possible (so that a computer can understand it). From a purely syntactical standpoint, Rust does great on all three. Most modern languages barely manage two.* Form follows function. *