Women will pretty much always insist that they're only doing it for themselves - a common reason is that they feel "cleaner" when they're shaven/bald.
What I find really interesting is that the number of women who are "doing it for themselves" has rapidly risen in line with the prevalence of shaven/bald women in porn. And male preferences for no pubic hair. 25, 30 years ago women weren't removing all of their hair - it's very much a trend, and it's a trend that funnily enough matches the male gaze, and what society now tells us is "sexy".
I think social conditioning plays a very significant part in it, even if lots of women don't realise it. For example, it's not very hygienic to get rid of all the pubic hair - being bald increases the risk of infections and harmful bacteria etc. So the argument about being "clean" doesn't actually stack up - it's something that's often suggested and collectively we've unconsciously accepted that we can't be clean if we have hair. Same goes for armpit hair.
Social conditioning is extremely powerful and it's something we absorb unconsciously. It's a way of getting us to think that it's our own idea but it's not.
Just look at the pain and difficulties that women are describing on this thread in order to remove all of their pubic hair. It's utterly bonkers that women put themselves through this.
No pubic hair will continue to be popular until it falls out of fashion and then the next generation of women will be doing something else. It's not personal choice any more than leg hair or armpit hair is personal choice - if we all lived in a society where every woman had visible leg hair, no one would be trying to find ways to remove it because "personal taste". It's social conditioning even if people don't want to admit it/can't see it.
Having said all of that, it's up to others what they do with their pubic hair. It bothers me in the sense that I don't think it's a healthy message to pass onto our daughters - I wish our girls were growing up with the message that there's nothing wrong with visible armpit hair or leg hair. Or pubic hair. But all of that is a very long way off, and on a personal level, I don't care what another woman chooses to do. Makes zero difference to me. I just find it all very interesting from a sociological perspective.