For me as a sound designer and sound explorer, I was tired of working ITB all the time with a laptop and VST plugins.
Friends that I jam with all had large modulars and that exposure peaked my curiosity five years ago. I was too broke at the time to buy into eurorack but saved up over time and started with a small Doepfer modular system. Other than time and cost, really no issue with modular world. I do appreciate the faster and easier workflow now with hardware synths like my Elektron boxes that let me save patterns and kits and easier recall for performances in small hardware box but I built a few small modular 4u-7u cases that have good sequencer/mixer and drum machine to take on the go.