Which are the reasons to choose the Eclipse Rich Client Platform as the base of my application, instead of just using SWT/JFace?
In additions to points that VonC has pointed out (OSGi platform goodies: modularity, classloader isolation, extensible architecture), the Eclipse RCP provides many application level services that might ease the overall development of your final product:
With Eclipse RCP you'll get:
Of course - the latter part does not necessarily mean you have to use the behemoth that is Eclipse RCP platform to gain the advantages those offer.
Depending on the scope of your application, you might do well to just use Equinox as an underlying OSGi container and build your own GUI client on top of that.
Also keep in mind that Eclipse RCP is no more the only game in town when making a decision of GUI frameworks in SWT/JFace land. There are serious contenders that might suite your needs better:
Edit: Eclipse e4 project has graduated from being just a work in progress since my original answer was posted and now has become a fully usable rich client application framework/platform of its own. It has matured to the point where it is now being used as an underlying platform for the latest Eclipse 4.2 (Indigo) IDE.