I've always suspected the powerful macro facilities in Lisp are why it's never been very common - the ability to do proper macros means all the very smart programmers create code that has to be read like a maths paper. It's too bespoke to the problem domain and too tempting to make it short rather than understandable.

I like Rust (tho I have not yet programmed in it) but I think if people get too into macro generated code, there is a risk there to its uptake.

It's hard for smart programmers to really believe this, but the old "if you write your code as cleverly as possible, you will not be able to debug it" is a useful warning.