It takes largely unconnected young Jews- many of whom would otherwise assimilate and intermarry, and shows them an alternative; a Jewish future. It instills a spark of Judaism where none or almost none previously existed. For many, it is the first step in teshuva- return; to the nation of Israel, to the land of Israel, and to the Torah of Israel.
Palestinians call general strike in J'lem Old City over police conduct, settler violence (Haaretz)
from the article: Birthright is a laughing matter