Wonder if that Rust lust comes from Rust developers themselves - i.e, programmers that use Rust a lot in their spare time, and really want to use it in their work too.
My understanding is this is the generally accepted theory for most of the highly "want to use" technologies. Likewise the least "want to use" technologies tend to be business-y type tools where people might be made to use them for the ease of other stakeholders, or integration with frameworks only used by e.g. legacy enterprise software.
