Same with Bluestorm. I also voted for story as not only is it important in RPGs but also for games in general as well. A story that draws a player in is what I call a good story, pity very few RPGs have this.
That's why I still prefer the Final Fantasy series over the other RPGs that I've played, to be honest. They have a much better story compared to the others like the KOTOR series, Neverwinter Nights and Fable: The Lost Chapters to name a few.
The second most important factor, to me, is character development. Particularly the main character. Getting to know other characters (including the main character) and see how both main and side character develop throughout the game is what I find interesting, though I find main characters in RPGs lack this. Hope the developers focus on the main character as well as the NPCs.