Can someone explain why there are so many Che Guevara fans?

I don't really understand why every kid with long hair and half of the pretentious college students wear Che Guevara hats and decide to have his face on their bumpers stickers and their walls of their bedrooms. I enjoyed the "Motorcycle Diaries," but seriously. Why are people actually fans of him? Are they trying to be "hip" or do they love what he was all about (if they even know what that was)?