As a business owner, my first answer is, of course, financial attractiveness. There is a lot of money in this market.
Why did I decide to go into the food/restaurant business, one of the toughest businesses there is? It is a conventional wisdom that 90% of the restaurants fail in the first year.
How do you start a project, which sounds crazy and, in the beginning, makes sense only to you? How do you even start anything? I personally have faced all of these questions in the last several years.