Purely personal point of view
I like flying. In the past I have chosen to fly because of a specific aircraft type and, in one case, because of the stops the plane was going to make (versus a non stop).
Nowadays I take the view that I can't be bothered with all the fuss of rushing around an airport, if I can avoid it, to make a connection. But there is a more serious issue and that is safety. Despite the improvements that have taken place in my flying life (which is now at over 50 years of flying) there is little doubt that take off and landing are the two most dangerous parts of a flight. Why risk more than I need to?
So it's non-stop flights for me and I'll pay for that.