It has traditionally been aimed at novice users, with user-friendliness being very important, ever since the Mandrake days. It also aims to offer a smooth desktop experience.
Mandrake used to be something like Ubuntu for rpm-based distros, and there could be a good market for this. I don't know if this is still true, but Mandrake and Conectiva used to have quite a lot of mindshare in France and Brazil, respectively (like SUSE is still very popular in Germany), so that could play a big role too.
It's a distribution with a lot of attention towards usability (ease of use). It's just very simple and straight-forward to do everything there, and advanced options are also always there for those who need them. Plus it has good support for alternative desktops, like Razor-qt, and even then makes sure that they look consistent. Their community is very nice, too.