It's easy? It works? It feels like HTML? No build steps? No JSON? The primary documentation fits in a single page? Most common patterns (i.e. polling, and then stopping if necessary) are built-in? Because fundamentally, it's just standard HTML forms? The entire dev experience is focused on a single application (backend) as opposed to writing a backend and a seemingly separate frontend project, in a different language (unless you use JS on the backend)? Simply replacing HTML fragments is conceptually simpler than maintaining a shadow DOM? It embraces web standards/APIs (see client validation discussion above)?
But isn't HTMX one of said zillion frameworks? What makes it any different?