I love both. I like to get into a character, think up his background, his motivation for adventuring, and so on - concentrating on "the fluff" of a character to make them fun to play. However, I also like tweaking "the crunch' of a character so I'm effective (but I don't do munchkining, that leads to no fun for everyone).
Also involved with Star Citizen. Rotating sigs take a long time to make.