How important is flavour to you?

One of the things I love the most about Magic is the flavour, which, in part, explains why my enjoyment varies so heavily depending on block (e.g., playing with Scars cards I did not enjoy anywhere near as much as Innistrad cards). However, I also like having a strong deck, and I like thinking about strategy, and about winning.

How do other people feel about the flavour/actual underlying game contiuum? Do you care that Thragtusk is a rad looking boar monster, or just that he does a lot of cool stuff for your deck (for example)?