Having formerly been one of "those people", I don't know that there's a succinct way to sum up why pattern-matching is such tasty goodness. It's experiential.
Back when I had just glanced at pattern-matching and thought it was a glorified switch statement, I think that I didn't have experience programming with algebraic data types (tuples and discriminated unions) and didn't quite see that pattern matching was both a control construct and a binding construct. Now that I've been programming with F#, I finally "get it". Pattern-matching's coolness is due to a confluence of features found in functional programming languages, and so it's non-trivial for the outsider-looking-in to appreciate.
I tried to sum up one aspect of why pattern-matching is useful in the second of a short two-part blog series on language and API design; check out part one and part two.
与恶龙缠斗过久,自身亦成为恶龙;凝视深渊过久,深渊将回以凝视…