The Story and characters became the main reasons for me when I pick my games. I stopped buying "competitive games" because I totally lost interest. I used to play games like Gran Turismo, Tekken, Mario Kart...
But after the storytelling got better and better each generation I can no longer go back to Non-Story games for a long time... Wii Play, Wii Sports, Smash Brothers Brawl, Mario Kart Wii were among my biggest mispurchases this gen, because I lost interest after the very first day... No story to keep my hooked and competitve gameplay feels like a waste of time for me now (Started working 3 years ago with the beginning of this gen and now Time is my constraint instead of money). I also stay away from online gaming and ignored games if they had an online mode. Just have no time for this.
The Problem with this gen is the servere lack of JRPGs. Well, after reading stellar Reviews I decided to fight the RPG draught with some WRPGs like Oblivion, Dragon Age and Borderlands... puuh, and I have to admit, that I didn't like their storytelling at all. All these games sacrifices a scripted main character to give you freedom to play yourself in the game... and that killed the games for me. The main story suffers heavily and the whole game feels like a bunch of Sidequests without much depth.
I just prefer the Japanese way of linear storytelling. They have stronger characters, the story is based on underlying moral dilemmas and do not overly rely on brutality. I do not think that a book can be a substitute for a video game. I read a lot of fantasy novels (Tolkien, Pratchett, Feist, Martin, Lewis, Pullman) and Final Fantasy or Kingdom Hearts gave me a more intense form of enjoyment.
I just think that there is a real big cultural difference between US/Uk and Continental Europe. It is hard to discuss such a topic when the expectations on the story are very different. While Nonlinear games got very high reviews in the US I must admit that after Oblivion, Dragon Age, Borderlands and the Mass Effect 2 Demo I personally think that nonlinearity is a really bad thing. I am just not the target group.