This depends on the specific consumer’s preferences. Wool is soft and comfortable, although Merino wool is more breathable. Wool socks in general are very popular among runners and hikers in colder climates as it is a special natural fiber that helps keep heat close to your body for protection against the cold while also keeping your feet dry.
Moisture wicking properties combined with arm soft fibers are a perfect combination for cold winter weather and is why wool socks are popular. However, in warmer climates and hotter seasons wool socks may not be a good choice and can become too hot for a comfortable run.