In the wikipedia page on profunctors it states that
In category theory, a branch of mathematics, profunctors are a generalization of relations and also of bimodules.
However, I cannot see from the definiton of profunctor that it is a generalization of a relation. Maybe I'm looking for something more complicated than I should.
I've personally always found this a weird thing to say about profunctors, but Borceux (calling them "distributors") has the most to say in justifying the analogy. His explanation goes like this:
For a relation $R\subset A\times B$, one way we can represent the relation is as a directed multigraph with exactly one edge from vertex $a$ to vertex $b$ when $aRb$. The idea is generalized by thinking of, for a profunctor $Q:\mathbf{A}\to\mathbf B$, the set $Q(A,B)$ as a set of "formal arrows" $A\to B$ that are acted on by $f:A'\to A$ and $g:B\to B'$ through a kind of "formal composition" $$A'\overset{f}{\dashrightarrow} A\to B\overset{g}{\dashrightarrow} B'.$$ Then, if $\mathbf{A},\mathbf{B}$ are discrete, and the set of "formal arrows" at most a singleton, this gives us back essentially a relation on a pair of sets again.
Why this particular generalization? Well, that I've never been clear on. I've seen profunctors used to prove some helpful results, but their "relation-like" status has never shone through these proofs, for me. The best notion I've heard to make this a little more natural is that $\mathbf{Set}^{\mathbf{B}^{op}}$ is in some sense like the "power set" of $\mathbf{B}$, and one way to represent a relation on $A,B$ is as a function $A\to\mathcal{P}(B)$; and the transpose of $\mathbf{A}\to\mathbf{Set}^{\mathbf{B}^{op}}$ is a bifunctor to $\mathbf{B}^{op}\times\mathbf{A}\to\mathbf{Set}$. I don't know if this is totally satisfactory as an intuition, but at least it tempers the oddness for me.