It's appealing because it wraps itself in the dialectic of collectivism, just like all highly authoritarian ideologies. And collectivism is appealing because it co-opts the social instincts of humans, instincts which have been made very strong by evolution. The other natural force that authoritarian ideologies try to co-opt is spirituality or religion. Even ostensibly secular forms of government rely heavily on spiritual and religious practices like ritual, ceremony, and iconography. The ruling classes have known for thousands of years the power of psychology.