What's behind PlayerUnknown's Battlegrounds' phenomenal success?

Eurogamer: I think ultimately, the reason why Battlegrounds has proved so popular is that it bothers to do the basic groundwork first. It's intuitive to play, feels decent beneath the fingers, and you don't need hours of experience with it to do well. But at the moment, all of that comes at the price of a certain spark.

What's behind PlayerUnknown's Battlegrounds' phenomenal success?