It's an apparently simple task but quite challenging in practice and brings together / requires knowledge of a number of disciplines.
To map the maze one has to know where one is, where one's been, what one can 'see', map the maze and navigate around it to find enough about the maze to complete it with an optimal route. Then there's the challenge of following that optimal route in the fastest time.
The nice thing about it is that it lends itself well to incremental development and improvement so is a hobby for all levels of experience. Creating a micromouse is a learning experience and, because of its nature, well suited to team work and can draw in people with experiences in a number of areas. I can see the appeal and can understand why people get hooked on it; this tweak here, that tweak there and the mouse evolves into something better. Just thinking, 'but if it did this ...' can be enough to want to get involved !