GBM is the assumed price process behind Black-Scholes option pricing, Merton's portfolio problem, and most undergraduate quantitative finance. Every more realistic model (jump diffusion, stochastic volatility, regime switching, Heston, SABR) is built as an extension or refinement of this baseline.
Real returns deviate from GBM in three documented ways: fat tails (extreme moves more frequent than lognormal predicts), volatility clustering (calm and stormy periods cluster), and leverage effect (volatility rises when prices fall). GBM has none of these — yet it remains the reference point.