I find it fun to muck around with the systems in it and experiment, but other than that I don't think it rates on my sp list at all (if I had one).
This is one of those divides between people who like big open sandboxes that rely heavily on the 'make your own fun' type of entertainment and people who would prefer more interesting characters, stories, etc.
Fun features with everyone together is definitely the highlight. That's why you fly everyone to San Fran!
As for the awards themselves, I've long been a proponent of just making up awards every year to highlight the games you want to highlight instead of rigid premade categories that you then have to fit games into. Just have the Game of the year and then a bunch of unique categories.