I would think Spacey being in the role played a large part. Also, movies like this pioneered crazy twist endings to some extent. For example, I wouldn't be surprised if movies like Memento were directly inspired by The Usual Suspects. Unfortunately, I don't remember what my reaction was when I saw it in the '90s, and I was a teenager and didn't appreciate this sort of movie as much at the time. I could see concluding that Spacey was Keyser Soze, but I suppose the real surprise would be that the story was semi-fictionalized based upon items in the room.
Also, when Keyser Soze speaks with Keaton you can tell that it is Kevin Spacey, although his voice wouldn't have been as recognizable when the movie was released.
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