Doggy style has been the favorite position, or next to favorite position of every woman I have had sex with. For a couple of women, it was uncomfortable with me because they felt I went too deep, but even these two had loved it with other guys. I think cowgirl slightly edged out doggy for number one female favorite position among my partners, but doggy was definitely second, missionary third.
I know that some women are concerned that they "look ugly" as they orgasm or approach orgasm and with doggy style that isn't a problem. A few have been concerned about having a "fat ass" and were self-conscious of having some guy watch it jiggling like a dish of Jello, but they generally got over that once they became convinced that guys love that. I also think that some gals like to fantasize about being fucked by another guy, just as some guys like to imagine that they are screwing another woman, and doggy style allows one to fantasize to his/her heart's content. And I personally don't give a damn if she wants to pretend she is banging Brad Pitt as long as it is my cock that is getting wet.
I have had quite a few women tell me how much they enjoyed the sensation of my balls slapping their clits as we screwed in this position and several would like to reach between their legs with one hand to help get them swinging a little more forcefully to enhance the effect.
As a guy, the primary reason I love doggy style is it just feels great. It is easy for both partners to support their own weight and move freely and neither has to bear the other person's body weight. It is very easy for the guy in this position to judge and control the depth of the strokes. And I do love the view and like to watch her ass quiver as well as watch her moist labia cling to and caress the shaft of my cock as it goes in and out.
As for the woman submissive thing, I don't think that really enters my mind. Maybe it does subconsciously but then I very much enjoy a woman pinning me to the bed on my back and riding me in cowgirl position where she is the dominant party.