There’s a few reasons.
First the people driven ones:
1. Academics wanting to try out their latest ideas on how to make something better/newer/more suited for some new problem (or fix an old one)
2. Professionals who find problems with currently available languages and think they can come up with an imporvement/better way.
3. Hobbyists who just want to play around and enjoy it.
Note that an individual can fit into 2 or 3 of the above categories at the same time.
Then there are the need driven ones:
1. A new hardware platform that requires some kind of new language to make the most of its features (game consoles, VR, mobile device, etc.)
2. A new software model that requires a new language to make the most of its features (think generative AI, image processing, etc.)
3. Situations where very specific performance, security, etc. needs need to be met (medical devices, government systems, banking, etc.)
Again more than one of the above might apply.
Mix and match the people driven and the need driven situations and you’ve got your answer. Each language is born from some combination of circumstances.
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