The ability to make our own rules and rebuild social media in a way that rewards creators instead of extracting value from them.
Curiousity. Also I think DeFi and NFTs has brought significant audience. There hasn't been anything yet that brings people to web3 on on-going basis.
Freedom! With more possible bank collapses on the horizon and the further consolidation of banking institutions, makes the case for people to search out alternatives. This may not be today but possibly soon
Not sure what brings them currently but feels like progressive onboarding is a good approach to bringing more. I.e a web2 signup which enables users to get started with platforms, interact and engage. Then once they already enjoy the platform they can unlock web3 features by levelling up and getting their own keys. Get them to love the platform before teaching them about the new world.
i think the transparency, security and autonomy compared to the web2 actor and the ability to create, sell and buy content in a dematerialized or non-dematerialized way by taking full advantage of our rights of unique and verifiable ownership of digital assets.