Text only, transient/short life data, is a lot cheaper to process and serve than images, permanent posts, etc.
It won the initial buy-in of us geeks/nerds/hackers/whateverthephraseofthedayis who gave it a rather solid base.
It’s a very personal type of communication. Real-time, immediate, and to a lot smaller audience (more intimate) compared to web forums, Reddit etc.
And finally, I would posit that it did actually die. What remains now is small, compared to how popular the likes of Reddit Twitter etc are, vs how popular IRC was in its heyday.