C is a middle level and general purpose language. C is the language of compilers, interpreters, editors, operating systems and embedded programming. When you learn to program in C you understand how programs are written, compiled, executed and observe its impact on the application. C is used everywhere for creating computer applications, writing Embedded softwares, firmware for various electronics, industrial, communications products.
So is it not exciting that once you learn a simple but powerful language like C you are immediately qualified for developing, testing, automating huge range of products and applications. When you integrate your embedded code with some custom hardware and you observed that the system or equipment behaviour has changed as per your program code, you get an incomparable thrill. That thrill only happens because you learned C. Is it not interesting that the system behaviour reached within your control? At the end you start to think how much better life would have been if you had learned the C programming few years back.