Thinking about it a bit more it seems to me it's the exoticness that is the draw here, the "not x86!". The 90s had many vendors and many different architectures, where if you were "different", part of the "elite", you had a SPARC or PA-RISC or MIPS or PowerPC or Alpha "workstation", something Intel and Microsoft managed to eliminate with the combo of the P6 architecture (starting with Pentium Pros) and the NT operating system (bringing a full-on native 32 bit environnement rather than the watered "Boot to 16 bit DOS 7.0 then start win.com transparently to load a 32 bit environnement over it" experience of the consumer Windows line-up).
Basically, everyone's individuality was removed and made to fit in the same standard mold that was Wintel.
I think some of the draw to ARM comes from that, people thinking it's a return of the underground, the elite movements where you can be different in your choice of hardware. Whereas in the 90s, if you were at all in 3D, you were running IRIX on SGI hardware, if you were into scientific computing you were running Tru64 on Alpha. If you were a "creative" in the publishing industry or marketing, you were on Mac OS on Power PC.
Then there was the whole underground crowd of geeks using these machines and running all sorts of Linux or BSD distributions on them, for the sheer geekness of it, as their everyday computer. GCC worked, the different scripting environnements did and so did X and that was good enough for them (I was a more tame member of that crowd, opting for x86 hardware to run my Linux desktop in the 90s after going "Windows free").
In the end, it was all silly. Intel hardware and the commodity industry built around it could trump all of those platforms in performance and price, and give you the same result in the end (who the hell could afford a SGI MIPS workstation aside from older models being liquidated by 3D design shops that had moved on ?)
ARM brings back the exoticness of it all. It's a chance for people to say "Check out my ARM laptop you x86 sheep". Which brings us back to Windows 8 on ARM : Uh ? How is running the OS with the biggest marketshare out there in any way a return to those days at all ?