Because Superman doesn't operate on logic. He's not human. He's not a part of the gritty, dark world Gotham exists in. He's up in the clouds, flying by the sun, shooting fire from his eyes and lifting mountains on his shoulders. And all without a speck of dirt in his nails, no ash in his lungs or blood in his teeth. He operates in the sun and daylight, where the citizens of the world look up to him and feel safe.
Batman operates in the shadows, holding back all the dark things that might hurt those citizens. He doesn't look for recognition or acceptance. He doesn't want to inspire hope, he wants to inspire fear. And THAT'S what draws the Joker to him instead of Superman: Batman lives in his world.
Batman lives in the dark, where people hurt others just because they can. Not because they're aliens who are stronger, or robots who see it as their duty, not because they have some personal vendetta and people just got in their way. They do it because they can. Because the voice in their head or a coin told them to. No excuses of them being different from the average man. They're just monsters in the dark. And Batman fights them, see's what they do, locks them away, but never compromises his morals doing it.
That's what fascinates the Joker: How could a man who lives in the shadows like them, how could a man who can predict their movements such that he MUST understand them, how could a man like any other, just like them, still have such moral high ground? It goes against everything the Joker believes about the world, about the nature of man. And that fascinates him.
Superman is an alien. He doesn't think like we do, act like we do. To the Joker, his whole moral ground is unimportant because of that. To him, it's like being surprised when a rock acts like a rock: Superman acts like Superman. But Batman is JUST a man like any of them. So why won't he fall like them?
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