I like looking at and groping my wool, buying wool and thinking about what it will be made into, considering colour, thickness, needle size, gauge, fibre content, and rearranging it in its bookcase, by any of these categories.
I also quite like seeing something take shape when I've never knitted that kind of item before. 'Oh so that's what a gusset is, why didn't anyone ever explain it just widens the part to go around the thumb?'
And choosing the right wool to go with which pattern, with which other wools, and for which person. Would they like a fringe? Beads? Moss stitch not too masculine for X?
Ooooh! it's quite exciting. Sad I know...