It looks good...
...and all of the coolest color films and papers are going away.
I definitely used to shoot a lot more color when there was more variety, and when I could easily print things myself.
Black and white is instantly recognized as abstract by our brain/eyes. Almost nothing we see in reality looks like it. I believe we automatically question things more and think about them more when we see a black and white picture. I believe that we try to "figure it out," naturally.
Thus, I prefer color for straight documentary/journalism because it is more representational of what actually happened. Other documentary photographers, who want to solicit a particular reaction from their viewers, as opposed to simply imparting information to them, tend to prefer black and white for exactly the opposite reason: it is automatically more representational of something physically intangible; a mood, an emotion, etc.
I prefer color for many things, because it is so much more subtle, and it is easier to be subversive when someone takes something more literally and doesn't think about it too much.
In other words, I believe that we unconsciously see a black and white picture as a picture of a thing, while we naturally accept a color picture more as the thing itself.
When in doubt about what I want when shooting, I usually shoot color, unless I am simply after the ease of processing and printing one gets with black and white. I can always - and relatively easily - make a black and white print from color film (using analog or digital methods), but I cannot do the opposite.
...but as I said, printing color may not be an option for much longer.