It's a conjunction of factors :
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I like to leave my house without my phone every once in a while and would like to have the battery life to do so without worry.
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Not going back to aluminum watches after my gold SS S5.
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buying a device almost indistinguishable from the previous one felt a little stale.
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it's pretty much the exact same price as an SS S9 with milanese loop.
So basically battery life + small price premium vs SS
It's actually really hard to customize Android to be just like iOS. I tried Android a few years ago expecting to be able to customize everything to make my perfect phone, but as it turns out most of the customization you get is extremely superficial.