I can't stand it. I never liked it.
Keep in mind, I love the forum, Story Games, despite the name. This place is fun. I dig.
So, let me try to put what I hate that term to words.
It is like calling soccer a fitness game. "I ran around chasing this ball around and at the end I was fit!" No, fitness just happens to be one of the many by-products of a soccer game. It just happens when you run around on a hundred yards of field with twenty one other people. Soccer's no fun if all you want is fitness, in order for soccer to be fun, you have to want to score a goal and you have to want to stop the other eleven folks from putting the ball in your goal.
Story isn't something we sit around and discuss. It happens through play. PLAY, dammit. At the end, when the dice are done rolling we have a story.
Story is just one of the many by-products of sitting around with a bunch of friends, munching on food, pinging our fictional creations off one another's make belief stuff. Story alone isn't fun. Pushing a character's wants and needs or killing orcs or whatever the game encourages you to do is fun. Story just happens as a result of that. When you are done you often have something that is a story.
But the story isn't something you serve or think about or even consciously hope for. The story just happens because you and your friends' ideas rattled around the table right along with the dice and at the end of the night some kind of pattern emerged and wham-bam-shazam now that we walk away from the table, now that I look at it, I do see we made a pleasing story out of it.
Don't fret on serving some story, fret on serving some play. Think about meaningful decisions you can push your friends to make. Daydream about nexus-point, kettle-boiling over moments and how awesome it will be when your friends have to deal with your mad, beautiful ideas and through dealing with them, change them and by changing them, make them better.
Am I tell you what to think? Am I telling people who to daydream about gaming?
I don't know what the eff I'm doing.
But I do think that whatever it is I was doing, I'm now done.