Push Button Start - Really neat?

Happened to come across the feature that's come on a couple of new cars here in India viz. the Chevy Cruze and the Nissan Micra. Yes, The push button start/stop feature.

Does it really sound exciting? I remember my cousin's Diesel powered, 1976 modeled HM Amby which had a similar feature to crank the engine. And now, I see it again on atleast these 2 cars in the Indian market.

I could not make any sense - neither aesthetic nor from a usability perspective, as to why would a manufacturer incorporate such a feature and also boast about it?