People who are scared/confused about menus, don't understand the concept of one knob being able to have several functions, have a tendency to option paralysis, and think physical controls somehow magically will make it sound more analog.
Such people does actually exist.
Or simply people who just likes the concept of/needs having physical controls for all parameters, and prioritize that over having access to additional tweakable parameters, flexibility of routing/the signal path, and number of effects available.
Again I am certain such a user segment does exist.
For instance I would say this wins as a live impro multi effect over a traditional "modern" menu diving multi effect pedal, like for instance as a live noise and experimental electronic music effect processor that can actually be tweaked live on the fly, or whatever context elsewhat where effects are treated more so as musical instruments in their own regard, rather than just simply, well, effects (I do realize that with a midi controlled multi effect and a midi controller the same and even more would be possible, but that would also be much more circumstantial and require a lot of extra work to get going, less convenient and immediate).
In any case it is definitely a niche product.
But I am pretty sure also an actual exiting niche, with not a lot of other competitors on the market filling it out already, other than older used units that doesn't feature quite the same modeling quality (whether that then is desired or not).
I'd say this is a wise move from Boss, who (unlike Zoom) rarely mess around.