I also like the minimalist nature of the language itself. I get that for desktop applications, you usually want more integration with the operating system so you can say "I want a window here and a button here" rather than having to manually build the window from scratch, but that's not something that's a concern in most embedded systems.
I'm operating in a world of voltage inputs and outputs, memory mapped devices, registers, flags, and timings... with almost nothing between me and the hardware. A simple language makes a lot of sense here.