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It is something about the intimate nature of the area. Boobs, asses, thighs etc... Are usually highlighted, but pits are hidden and ignored most of the time, plus they are not glamourous. It is all about getting into the most intimate areas of pretty girls.
Imagine, for example, a shy and pruddish girl, getting all hot and bothered as you assault her pits, thinking "jeez, this pervert is going even for my armpits", or a confident experiencied woman getting all shy and meek upon having her armpits stimulated, because she never thought of that area in that way and now she's like a virgin again.
When you get into that mindset, even if the girl shows her armpits is a seductive way, you can think "wow, she's willing to show even her armpits", plus, a girl that highlights them is more sexy because she has another set of "erogenous zones"
In short, once armpits start to make it for you, they will never stop doing it. After all, there's a world to enjoy.