I've had the feeling for a while now that most of his fans are attracted to his personality and drive more than his footballing skills. He is an inspiration to a lot of people in terms of his dedication and single mindedness. I'd even say his recent association with the likes of Piers Morgan and Jordan Petersen add to that. He represents a mindset or lifestyle or whatever you want to call it. Because you rarely hear people marvel at a piece of his skill or move he made, it's usually about his mentality and drive and the sheer force of will that made him force his way through the conversation with the greats. That's obviously not to say he has no talent, you can't be where he is without it but my perception at least is that relatively speaking, he has been celebrated for efficiency rather than aesthetics much more than most Balon d'Or winners.
Aesthetic matters, but let's not fool ourselves...aesthetics should be combined with efficiency or consistency(like Messi), which is why Ronaldinho or R9 aren't considered GOATs.
For example, between both talented players like Platini and Zidane, I'd chose Platini cause he was more efficient and more consistent than Zidane, Zidane might have been more aesthetic, but that itself doesn't make him a better player than Platini IMO.
There are many ways to become a great player, being aesthetically great to watch isn't the only one.
Just like there are many ways to attract women, being handsome isn't the only one, if it was (with all due respect) most people on this forum wouldn't have born, including me, as i doubt everyone has/had a very handsome father, plus many female models aren't dating precisely the most attractive men out there.
I love aesthetics in football, but let's not underrate efficiency and consistency, if Messi had the inconsistency of Maradona he would have been way less successful at club level.