If there are polar ice caps, obviously there is water. If life ever existed on Mars, surely some remnant remains to this day. Life or not, water is what you need if you want to set up a base on another planet…
But I think one answer is ‘natural resources’, and corporations will be the most anxious to really get moving on missions to Mars.
If NASA were smart, they’d claim to have found rare metals and gold. That way, they could just book flights to Mars and back on commercial flights by this time next year.
It’s been.said before (and I believe it) - if there were solid pure gold bars on the moon, stacked ready for collection, it would not be cost effective to go and collect them. I imagine this is even more the case for Mars.