Partly because it is the "carbon fiber" of programming languages. Just its use is something you can use to market to other engineers.

Partly because it's very ergonomic and I enjoy working with it. I'd much rather dive into esoteric Rust code than esoteric C code.

Partly because code written in of Rust will have less errors than code written inside of C. It isn't just memory safety - it's all of the type theory/best practices we figured out in the last 50 years.

I understand why it was written in C. It's an easier language to work with and they probably needed something out quickly. But coding in Rust is a sign (not proof, but a sign) that a program is of quality make.