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Having delved a little into that lore myself out of the same curiosity I learned that it's actually a very appealing temptation in the warhammer 40k lore, it's a promise of painless immortality and a perpetual celebration of the cycle of life and death. You don't mind that you become a rotten, bloated monster filled with bugs... because you feel great and feel the warm embrace of a divine being that you know you will become a part of one day. It's like distilled religion, with all the body-horror that goes with religion amped up to eleven.
Also, the people who are convinced to pledge their perpetual loyalty are usually victims of Nurgle's own plagues and horrific diseases so the people who succumb are a bit "motivated" to make the pain and suffering end.
As with everything in the franchise, there is a direct allegory here to the way religions or imperialist ideologies spread, cause direct, targeted harm to the people, and then forces those people to either be consumed by the movement that is harming them or be killed.