I got it because Discover only offers 1% if you spend over a certain amount. I also had an auto rebate card, but I don't buy cars too often and even when I do, the rebate seems pretty meager relative to the purchase.
With Disney, I will make use of the dollars throughout the year and it will ease my guilt for buying all the Disney classics as they come out on DVD. As someone else pointed out, as DVC members, I know I will be spending money at Disney sometime soon.
Finally, it is the only card that has ever gotten comments or made me smile. I have never cared about 'Platinum' or any other logo, but seeing my card and hearing people comment remind me almost daily of my upcoming trip to WDW (not that I need the nudge, mind you...)! What's more magical than that?