The problem jj is trying to solve is not entirely clear to me but I guess there is enough people who aren't able to find their way with git so for them it probably makes switching to jj more appealing, or at least that's my first impression without going too deep into the documentation.
Some of jj's users are "I find git hard and like jj more" but a lot of us are/were git experts before switching.
I wouldn't say it's that people are not able to find their way with Git. I was a competent Git user and would carefully and squash my commits. It's just easier and nicer with Jujutsu.
The way all changes (except those in the ignore file) are automatically incorporated into the current commit means I don't have to faff about with stash when I need to pivot and then try to remember which commit to pop against. I can just hop around the tree with gay abandon. That alone is invaluable.
Then add in the fact that a change to history gets rippled down the descendent commits. And the fact that conflicts are recorded in the history and can be dealt with at your leisure. Or the fact that `jj undo` is a thing.