For me personally, it is the fact that you can have the most niche and bizarre playstyle and there will be at least one champion that you will love. Do you like smashing buttons and seeing what happens? There are champs for that. You want to be the bulwark of the team, not afraid to jump into harm’s way and sometimes sacrifice yourself for your team? There are champs for that. You want to be a sharpshooter and stay away from fights and pick of enemies one by one? There are champs for that. Even if you want an amalgamation of all different playstyles into one glorious mess, there are champs for that. Most other games I play have anywhere near that sort of gameplay versatility.
Also the lore and short stories are so well written, I’d read those stories over other fantasy novels any day. Finally, the music team is awesome.