It's just down to personal preference. I find the differences in effects between benzos to be very subtle. I suppose one reason could be its not as sedating as some (i.e. alprazolam, nitrazepam etc) so you are still able to function on it rather well.
Also, it is very good at relieving anxiety, more so than alot of other benzos (for me) and having problems with anxiety is why alot of people start abusing benzops in the first place.
I'm sorry but to me, this question is like asking 'why do some people prefer red to purple'. It's completely subjective. I would say experiment with a dose of like 40mg initally and see if you like it, if you enjoy it then great. If not, then you probably won't enjoy benzos in general as their effects are all so similar...