NG or NG+ ?

I see that people are very excited about NG+. I am about to start my second playthrough of Witcher 3, and I initially thought I would obviously switch to NG+. However, now I'm leaning back toward a regular NG. NG+ fans, convince me otherwise! I want to share your joy.

The biggest thing drawing me to a regular NG is the higher difficulty at the beginning. For the last half of my first playthrough, I stopped using Quen on most fights, because it's boringly effective. For the last quarter, I turned up the difficulty from Blood and Bones to Death March, and that helped a little but not all that much.

The other consideration that comes to mind is that I'd like to try a different build. I went all swordsman, with fast attacks, and augmented it at the end with a little bit with Aard improvements from the signs tree. I was thinking to try a different build on a second play through--probably yrden, axii, and bombs. It seems like an alternate build will be more fun if the abilities come in a few at a time, rather than having a full tree right off the bat.

That's the main thing I'm thinking. To a lesser extent, there's also the issue that the game is balanced--as much as it is at all--for a normal playthrough, and NG+ probably has a lot of wonky things going on when you get up to level 50+.

NG+ players, what is so appealing about it? I see that you're having a blast but I don't understand it. Is it because you've already played it through 3-4 times and just want something different? Is there anyone out there who went NG+ for their second playthrough?