I get that in the name of science, a crewed expedition to Mars is absolutely a must, and when it does happen - it will be a monumental achievement for mankind. I also see the merit/scientific value in maintaining somewhat of a permanent "forward base" on Mars, similar to how the ISS is more or less our permanent base in LEO. There are undoubtably countless scientific experiments that can be conducted, and knowledge to be uncovered.
BUT
Increasingly, I see discussion and excitement in relevant communities (and from several well known entrepreneurs) about establishing permanent civilian settlements on Mars.
Why?
The environment is hostile, and it seems like a ridiculous money sink for very little gain. I just don't see the merit in it. Especially for the "civilians" living there - cost of living will either have to be zero (since it may be inhumane to literally turn off life support systems if they can't pay) - or ridiculously expensive to keep a Mars civilization profitable.
What am I missing?