I always look forward to new Crown Store and Crown Crates items because they always provide an interesiting piece of lore.
Also, I'm keen on creating lore-accurate characters.
For example, a Nord who is venerating Dragons - an ancient but not so extinct cult; an Orc who is a passionate Malacath follower; an Orc, who wants to change his life and learns to be a Trinimac's follower; a Reachman who is... a Reachman, who's intentions are unclear and somewhat shifty... Stories about costumes, tattoos, mounts and mementos help me to do create such characters.
Yet I can't buy everything I need. But well, I can't buy a lot IRL as well - so sometimes I just read the item story, and that's enough for me
Yes of course, I always enjoy the flavor text on them.
Even for items that shouldn't have been done imo (like the "fox-colored" wolf and the "panda-tehemed" bear) their lore texts have them more acceptable in that world.
For instance I can't wait to see if the stories of the evolved indriks are different from the ... oh wait...
- OK, I just checked on a wikia site and they are already datamined haha