because i don't go with the crowd, and from what i've heard it's a very reputable camera. plus i'm on a budget of under £400, which your canon recommendation falls short.
from comparison sites, the Pentax K-r is the 2nd best camera in that type of range. a nikon d5000 is at the top, but only just, and that is also, above my price range.
the Pentax K-r is the fastest shooting camera of all entry class models.
has a higher ISO which blows the nikon and the canon out of the water (25600 ISO max) (i do allot of night shots so thats handy)
and from playing with a couple of canon EOS cameras, a couple of nikons, the Pentax K-r and a panasonic lumix G-3. the pentax felt the best, there was no added bulk or discomfort, it felt perfect in my hand, all three of those, and more, is what makes me choose the pentax over any other mainstream brand. i've settled on that, knowing it's the best camera in my price range.