To side-track this thread a little further:
the term fluff, as it applies to RPGs, is older than 3e. SKR's recent usage may have propped up "crunch", but fluff has been in use in different contexts for considerably longer. A quick google will show you some examples.
Here, for example is the
Rec.Games.FRP.DND Faq, circa 1995, referring to fluff and munchkinism, and clearly making reference to it being most about stories and in-game fiction within the context of that newsgroup. The same entry was present in the 1991 FAQ, too.
Here's a post in
rec.games.frp.announce that also references Fluff, both in reference to stories and when discussing a Forgotten Realms Net Book. Fluff use there may be for more than stories, and seems to imply setting information, as well. That's from
1993.
This post,
from 2000 by Justin Bacon, shows how fluff had moved on to refer to non-mechanical terms in r.g.f.dnd, and note the general derogatory tone when referring to same...although in this context, I think he's lashing out more at TSR's releasal of poor materials than 'fluff' itself.
For amusement's sake: here's a
post from comp.lang.c++.moderated from 1999. He mentions fluff and D&D (not OUR D&D, mind you) and note how the non-gamer uses the term.
And here, from 1990, is a
person discussing how White Dwarf has gone downhill from it's glory days, due to WFRP.
I'm not saying that I have a problem with the word fluff, as it's context with the use of crunch has certainly changed over time, which is what language does. It lives. But I'm just pointing out that it's had a long usage, and not a very positively connotated one, at that.