[mrcsno]

Just a guess, but I assume it's because of attractive UI/UX.

Notion templates, and general interface, guides people into presenting information in a fashion that doesn't follow the utilitarian manner and standard practices of business centric software like Microsoft Office.

Also, there's been a trend to "back to the basics" in information dissemination lately. Newsletters and static site generators have been making a comeback. In design, boutique firm architects I've spoken to have told me they've been moving away from fancy auto CAD renditions of projects to hand made watercolors and sketches. This unique approach has allowed them to bag contracts from under larger firms. In a way it mirrors the Arts and Crafts movement of the late 19th century as a reaction to industrialization.