I think it is a combination of several reasons.
I have 'Google Alert' sending me search results about Mageia each morning - I found out that there are a lot of bloggers, self-made "experts" or other sites lately finding out that there is such a thing called "Mageia" (yes, a lot of people take more time than usual). Then it's not so long after the second release and people are still writing reviews. Then there are more and more Mandriva people either giving up waiting for the next release and looking around for a similar distribution. And of course there are all those Mageia fans who actually think it's fun to compete with the other fans....
So, a part of it is surely caused by couriosity (which is good). Anyhow, it is good advertising