I was seriously disappointed with the fluff in AoS, skimmed would be an understatement.
Anyone who buys the expensive AoS boxed set will be disappointed, unless they're looking to play both Storm-whatevers and Skull-whatevers. Even then, I'm not sure the value is very good vs. buying the models separately. All you get in the book are the same 4 pages of core rules as the online pdf, plus statblocks for the models included, many pages of glossy pictures of minis, some very sparse setting background, and 4 very generic scenarios. I'm glad the store had a preview copy so I wouldn't waste my money.