After prodding from a colleague I looked at it, followed the tutorial, and got hooked. Getting immediate feedback right in your browser means you don't have to use an IDE. I love Eclipse, but let's face it: after you've added some extras, it's not as stable as a simple text editor. On a Mac with TextMate you can even click on the error message in your browser and TextMate pops up with the cursor on that line.
Testing in Play is also nicely done, with one button press you run unit tests, functional tests and Selenium-based tests.
Play is exciting because it's still small and uncomplicated. It uses just ant to build and does so in 25 seconds. Contributing to the beautiful documentation is a matter of editing the .textile files and reloading the docs in any play app.
That's how I wound up on a quest to translate the tutorial to use Scala, adding to the Scala support where needed to get it as nice as possible.