Lore is important to me. But not all the time. I love the way lore has been incorporated into WoW; its there and good to go if your into it, but can be quickly brushed away or avoided if you're not into it. Which is good for me, since I hate going into new games and getting lore thrown at me from all sides and i can't keep up (i have especially bad memory with names and places, so i need to take things slow). It seems the lore just gets lost when some games throw it all on you at the beginning, but then expect that to be known when other lore comes into play.

Also, the WoW setup is nice for those times where you really can't be bothered (trying to just grind or level quickly, or when you're really tired).

However, the WoW lore kept me reading for days and days on lore websites, when the servers were down or I just wanted to go beyond the information in the game. Its absolutely fascinating, and can really help with game immersion.