For the same reason that I like #skeumorphism, designing computer things to look and feel like real life things. Like the original iPhone interface, where the Notes app looked like a physical notepad, app backgrounds often looked like wood or paper, and page turns sounded like a turning page. I know some folks like the clean shiny look that they switched to after Jobs died, but I am not one of them.

IMO, #skeumorphic designs are relaxing to the eye. Organic, in a shiny online, tech world.