Where's the oppressive fluff?

[Plane Sailing]

Indeed. These new things like Storm, Fire, and Hill giants do seem remoulded into being associated with elements! Why, if I didn't know better, I'd have thought there would be some sort of Frost giant associated with the element of cold!

I presume you are being deliberately obtuse?

In earlier editions, it described where the giants lived. In 4e it apparently describes what they are made of. That is a big change in fluff with associated changes in mechanics to back it up.