A good story can do wonders.
That's just it. It has to be a good story. So often, video games forgo all the time and effort it takes to write a good story, and invest that into better graphics, or a slicker interface, or something. Then the game comes out and we say, "game play was nice, but they should have worked a bit more on the story." I think this is especially true in RTS and 4X games.
I know the devs have stated they didn't want to make a campaign that works just like any other in this genre, more or less an extended tutorial for the first half of the game with some technologies not available until much later. Personally, I agree with this. I think the devs did a superb job of creating a game that has enough depth, challenge, and variety to stand on its own without a campaign.
I like the approach here. Build a great game with a dedicated fan base and active forum users. If the devs want to create a campaign, they can truly tailor it to what we as fans wanted to see, rather than going 'cold turkey' with game play and campaign. I think it has much better potential for a campaign that would satisfy a larger portion of fans than a 'traditional' approach.
All this being said, I really, really, really, really........ really want to see a campaign for Sins.