1.- Soft forks are a contractions of the rule set each block must have to be considered valid by the miners. As it is a contraction, all the nodes keep recognize the new blocks as valid, and only the blocks with outdated rules get discarded. Hard forks are an expansion of the rule set. In this case the there is a split between the community who agrees and disagrees with the new updates.
2.- Because you believe that increasing the rule set for example the block size is an improvement to the network, you may want to increase the number of blocks, etc.
3.- As there is a split in the community and the miners, you decrease the hashpower of the main chain, making it vulnerable for attacks. People will get scammed thinking that they are buying something that in reality it is not. (i.e. Buying BCash instead of Bitcoin)