For me, there is numerous reasons. After high school I was in need of a roommate while I was in college. A friend of mine introduced me to one of his buddies and we decided to room. As it turns out he was a male stripper and owned lots of thongs for his job. One day we went down to our apartment complex pool and he was wearing one and I asked him if I could try one. It took about five seconds after putting it on and feeling that strap between my buns that I knew I was a thonger for life. That year was so much fun. We met so many girls that year and even got hit on by a bunch of guys which was a completely new experience for me. I absolutely loved how sexy and free I felt. Seeing that I’m only 5’ 8” I loved how wearing it high on the hips made my legs look longer as well.By the end of the year I had about 10 new thong swimsuits and 8 to 10 new pairs of thong underwear. I was quickly converted to being a 24/7 wearer. So to some of the question, I would have to say that number one I love the way it looks number two. I love the way it feels and number three. I like the attention I get when wearing one.
I love how the thong feels, I love feeling sun all over my body, and a small part of me enjoys being noticed.
For me to there are quite some reasons.
I like the feel of that tiny snug fitting piece and the sun on my buttocks. Also the flow of the water around my buttocks during swimming is really nice. I also think they look much better than all other styles of swimwear, especially those boardshorts are awful!
Another thing: I hate wet clothes. As a young boy, 2-3 year old, I had to wear knitted swimwear. Whenever I came out of the water the first thing I did was getting rid of that heavy wet stuff. In a good fast drying thong without lining, I feel comfortable. Regretfully it took to many years to discover this 
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I feel fully confident wearing them on beaches, swimming pools, etc.
Seems for some of us, wearing a thong is normal. I hope more of you join the crowds and do your thing. It’s very liberating wearing a thong at the beach or wherever public.
Wearing a thong on the beach or outdoor pool Is a completely normal thing for me. I’ve been wearing thongs for a number of years. I love them. I love the tan line, the positive reactions, the freedom of personal expression and the way a thong fits.