Why is coaching so popular?

How is it that coaching is so popular?

Today we live in a society that is unusual. I believe, we live in a world where we are the most actively learning generation, but also in the most resistiant towards learning.

It is funny because learning is on the first hand a painful and risky activity we get into. This is painful because you have to give up on some areas in you life, and it is also risky because it is away into the unknown field, and you don't know in advance what the new situation will be like once you have finished the activity of learning.
(Haaden, Erik de (2008), Relational Coaching, John Wiley & Sons, Ltd.)

Therefore I believe coaching is popular because people go into a coaching relationship first with a purpose to find a solution, but this solution might end another place than they expected, and this is the way it creates growth. Being scared of the unknown fields that they move into, to a place where there is much more growth and worth and value.

Just some inspiraion from some reading I have been doing lately.