It's Pascal like syntax. In the 80's there was a very real Pascal vs. C war, literally based upon "BEGIN" and "END" being too verbose compared to "{" and "}" argued by guys with 300bps modems and crap like that. Pascal got an unfair bad rap. Ada looks an awful lot like it though.
Then C, especially old school C can almost be converted into assembly by YACC without a real compiler. While it's very hard to make a good or great C compiler, it's not hard to just make a C compiler. Ada came with a much larger library and then, if I'm not mistaken, there was a certification process to make sure your Ada was really "Ada" and that was fairly pricey.
It's worth a look if you're doing some kinds of green field development, the GNU Ada compiler is pretty good. I think there was a plan for like an eclipse plugin too.