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There are a lot of reasons why SMs are very popular. A lot of people start with SMs as they are usually featured in the starter sets.

Veteran players stick with them because there are so many different kinds of builds available in the SM codex. There are also many different codexes for specific chapters that add even more diversity. So it's easy to collect SM models and plug them into many different army lists.

Most other codexes have two or maybe three types of builds so they are a little more limited in scope. You can go to a tournament and face five SM armies but each one can be built and played very differently.

I also have to say the SM fluff is pretty much pure awesome and testosterone poured over chocolate. Just reading about the Heresy and the various primarchs and First Foundings was enough to sell me totally on 40k over fantasy based off how awesome the fluff was alone.