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I need to lose myself in the story. For me, that requires well-developed characters (don't have to like them) and writing that doesn't "get in the way" Some authors' (Scott Turow) writing seems to be screaming "look at me." I can't look at you and get into the story at the same time.
Now, for nonfiction writing, it is all about the writing. I read tax cases for a living, and there are extra points for unusual styles. JMHO
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