I asked some of these questions 3 months ago.  Never got a decent answer.

Blockstream wants soft-forked SegWit to fix the malleability problems (that would be needed for the LN, if they ever get it to work), and to force ordinary p2p bitcoin users subsidize the costs of complicated multisig transactions (ditto).  But these reasons do not seem explain the urgency and energy that they are putting on the SegWit soft fork.  Maybe they have other undeclared reasons?  Perhaps they intend to stuff more data into the extension records, which they would not have to justify or explain since, being in the extension part, "ordinary users can ignore it anyway"?

As for SegWit being a soft fork, that is technically true; but a soft fork can do some quite radical changes, like imposing a negative interest (demurrage) tax, or raising the 21 million limit.  One could also raise the block size limit that way.  These tricks would all let old clients work for a while, but eventually everybody will be forced to upgrade to use coins sent by the new verson.