It's popular because Rust fans are heavily promoting it on HN as the solution to certain classes of programming errors. 2016 is probably going to be the year of Rust on HN, generally there's a new language every year such as Ruby, Javascript, etc. This year Go is a strong competitor and Elixir was looking strong but it fizzled out. :-)
It's controversial because users of other languages (understandably) don't want to rewrite their project, or they don't want to learn an entire new ecosystem that does exactly what the previous thing did, except in a safer way. Finally, some of them have enough experience to recognise that a new tool is never perfect, and we just haven't had enough time to figure out what the pitfalls and cons of Rust are.
The facts that Rust is quite young, has no shipping hero project as a case study and there are basically no jobs available are adding fuel to the fire.
Programmers are suckers for a good programming language story and love thinking that there's a language that is truly a joy to program in and will fulfill all their wishes. PL topics are always under heavy discussion.