Discussion on: How and why are new programming languages created?

I am wondering why would anyone prefer to make a whole new programming language with so many options on the market already

Other have given very good and high reasons, I'm going to give you two less nice ones that I think are as valid:

• ego (usually the ego of the person or people creating the language)
• controlling a piece of the development ecosystem (creating a community of developers around your company likely pays off in the medium-long term)

:)