I think it boils down to things that get your imagination going, where what is presented lines up really well with what you are thinking and are inclined to be interested in, and avoids stuff that prompts you to discard your own thoughts as irrelevant. There’s also a sleight of hand factor; one thing I notice in a lot of good writing is that it draws your explicit attention to one thing, while simultaneously giving you the more important (for immersion purposes) information indirectly. This mimics how things work in reality, where you experience a lot of things that prompt you to passively piece together what is happening. That indirect information should be both dense and intuitive, there’s so much there that you can’t see the seams where the creator intended to present a piece of information, but you also can absorb it without explicitly considering each detail.