I think part of the cult-like fascination people have with LK99 is the story behind it: two no-name scientists rejected by mainstream academia (one of them denied tenure) working away in the basement of some random building doggedly pursue an idea and pull off a miracle.

It ties into the anti-mainstream, anti-institution sentiment prevalent online - that stuffy, tenured scientists couldn’t accomplish what two randos pulled off with just grit and determination.