It's not the language itself. It's not the safety and other attributes. And it certainly can't be the adoption (currently low % according to StackOverflow [0]).
It's how hyped Rust is. It's how effusive every blurb and sound bite seems to be. Glowing articles frequently make the front page of HN. Famous for penetration into Linux kernel development. What is this mechanism? Who is behind it? Is this veritable storm of hitting me on the head with Rust-this-Rust-that coordinated behind the scenes by some powerful entity? A hyperactive grassroots cheerleader squad? Does it infect C/C++ programmers who've dared to sample it once, turning them into noisy advocates, a la addictive drugs or parasitic fungi? Is Rust merely the It-Thing at the moment that people are mimetically/socially driven to latch onto?
We didn't see this with Lua, Ruby (that was mainly RoR anyways), Python, Swift, C#, certainly not newer-spec C and C++, or any of the others, even Java back in the day.
I don't know Rust, maybe it's deserving of the adulation. But I gotta say, the Rust marketing machine is one of the most superlative campaigns in IT I've ever seen.
[0] https://survey.stackoverflow.co/2022#most-popular-technologi...
Footnote: Some folk seem to be taking offense at my question where none is offered. I'm not for or against Rust, merely ambivalent & curious. Seen many of these waves come through, Rust is definitely the current wave, and the biggest so far! That is something I wish to learn from.