Ah but that's in North Carolina, and every North Carolinian makes fun of South Carolina.
I believe that we've more or less come to the conclusion that Todd's statement about familiarity attracts purchasing is more or less apt, if slightly over-stated a little.
The question is, how much should things be familiar and then ultimately, the question then becomes, how can the unfamiliar be used to create the familiar? How is it that we have these conventions like Star Wars and Star Trek and LOTR that are so familiar and are so much a part of our creative culture in the first place? How did they come about?
We spend a large part of our lives with BS streaming past us - the news about this, the row about that, the state of the economy ... and even before we start taking conscious note of that stuff there is still mummy holding that delicious spoon of gruel just out of reach while she does something else that is clearly terribly important. So we build up a yearning for commonsense and fulfillment in a place that is fundamentally unreachable. How else can we have or do what we can never otherwise get at or do?
We read about ancient civilisations and their wonders and we wanted to be there, then we read about their religions and we saw that they are now called mythologies, and now we can live those fantasies and mythologies, reaching out beyond the simple stuff that our world has been rendered down into.
To make is interesting and exciting requires some kind of intellectual, emotional, spiritual, visual, auditory stimulation ... so we (creators, devs, writers poets, composers, whatever, good or bad) use the multitude techniques that have been developed over the millennia to enhance the structure. It's our own desire for it that is the real clincher though. And as a roleplayer even if we do not see ourselves as otherwise creative we can add our own personal creativity to form a social dimension when discussing it - along with our dreams.