I've had a thing for fluff heavy stuff for a while. Yes, rules and stats are nice (and necessary), but because I use house rules most the time anyway--our own mix of 1e and 3e...don't ask--I like more fluffy products. Also, in my mind, that's where we see the real creativity for the authors.
I'm looking forward to more books and products with, let's say, about an 80/20 ratio of fluff to crunch.
This really will be the wave of the future, especially if, as we are being told, one of the biggest detriments to getting new players into D&D is the overly complicated rules and the learning curve associated with those rules.
Crunch simplification is good, which, of course, means more fluff.
I'm all for it.