The most important [reason] is that there are no other good ideas around. That's what gets most people into it. When people started to get interested in string theory they didn't know anything about it. In fact, the first reaction of most people is that the theory is extremely ugly and unpleasant, at least that was the case a few years ago when the understanding of string theory was much less developed. It was difficult for people to learn about it and to be turned on. So I think the real reason why people have got attracted by it is because there is no other game in town. All other approaches of constructing grand unified theories, which were more conservative to begin with, and only gradually became more and more radical, have failed, and this game hasn't failed yet.