It could well be a smaller capital investment than building
a settlement on a planet. The ideal planet for a settlement
is earthlike but no native life of its own. If it isn't all
that earthlike, you have to terraform it which takes a long
time, or build sealed buildings which won't be much cheaper
than those for an orbital habitat. If it has native life
forms, there will be all kinds of time consuming and costly
experiments/mistakes/disasters. And either way you have to
ship a lot of stuff down the gravity well until it is self
sustaining, although this is a lot cheaper than up.