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I don't know about her appeal, but I certainly don't understand the hate directed towards her. From the moment they announced she'd be in the Captain Marvel movie, trolls have been all over her on YouTube and comment sections of fanboy/movie sites and so on.
As you said, she's a middle of the pack actress, no better or worse than dozens of others, and the few things I've seen her in, she's been okay considering the material, so why the hate?
As to your question about why the roles? Who knows, maybe she is someone's relation. Maybe she's good on the casting couch. Maybe her price is right since she's not one of that top earner crowd -- Jlaw, etc.
It's fucking Hollywood man, who knows why they do anything they do there