I have read a lot of gaming material. One of my pet peeves is flavor text.
I HATE flavor text. I HATE "personalities" interfering with otherwise useful gaming material. That is one of my biggest beefs with the Planescape and Forgotten Realms settings. If you want to read an idea, or check a ruling, you have to wade through all of this text.
If I had time to read a book, I would buy a novel. When it comes to gaming references, I want them heavily indexed, and free from that annoying "fluff". When I am gaming (or preparing to game), I need a reference or a ruling, and I need it FAST!
So there.