The setting, the people, the people, then the people.
When a game has no monetary reward for winning, and it's a little difficult to get into, what you get is a friendly player base of young adults, 25+.
Of course the inability to sell it to a younger audience eventually led to its downfall, but that is another story.
It was more about coolness and style in my local play group than MTG which was more about money and ego. I and my fellow Dolphin Clan members traveled to Gencon every year to compete. I thnk making connections in the community was always a big part of the value to traveling to L5R events that you honestly had only a remote chance of even making the final cut, much less the top 8 or better.