My very subjective observation is that many developers come (back) to Hugo – for a good reason:
I settled on Hugo coming from Middleman because I disliked handling all of Middleman’s Ruby dependencies. The situation with all the JavaScript SSGs is not any better because you need to install thousands or tens of thousands of files (for each project!) which all depend on each other – in one way or another.
Apart from Hugo’s speed and its amazing functionalities the biggest plus is that everything is packed in a single binary.
So for 2021 I could image to promote this more:
The world’s fastest framework for building websites—packed in a single file.
Escape the dependency hell.
or a better, less pushy slogan.
@bwintx wrote an interesting article on this topic. I hope it’s ok to mention it here, Bryce.