Two words - it's fun.
I find modular to be like finger painting with sound. I'm finally starting to develope some techniques, some ways to get predictable results, but the main appeal for me still is that it's a happy accident machine. I am not an organized thinker and making 'music' via patching is perfect for the way my brain works.
-- baltergeist
Yeah, I've just started and knowing that I can turn my setup on, make a couple of connections and have some fresh sounds going is an incentive to get up in the morning. And the more I do it, the more I start to get it. It's deep and wide and light.