it's PURE.
Simply put: it's you and me in the ring, standing toe to toe for 18 rounds.
It offers a recovery option in each 'round', allowing for the 'underdog' a chance to strike back at his foe, directly.
It's just more fun.
Funny side note, two weeks ago I was told that I need to get a USGA Handicap so that I may play in specific tournaments; I laughed and said that's ridiculous...I have always played match play, no need to have a handi. To which, I was retorted with "well, how do I receive strokes then if you have nothing to measure your abilities to mine?". I responded, "play the tee you would normally play, I will too and let's duke it out for my paycheck"
Reminds me of a little movie we all know and love:
What'd you shoot Ty? - I don't keep score Judge - Well how do you measure yourself against other players? - by height!