Why do people like omegaverse / ABO?

I'm not trying to be rude, just asking this out of curiosity.
I personally don't like omegaverse stories at all (mostly just because I prefer cute, fluffy and/or realistic stories + there's usually a lot of noncon involved with heats), but I've noticed that omegaverse is really popular. Is it because people find the "heat" thing hot? Mpreg? I honestly want to know your opinions!