If you do, then you can be the friend to everyone else instead of a search engine!
What didn't seem to be anyone's friend over the past couple of weeks was the meta commentary of mentioning the competition itself in the entry. That's always been a tough sell. I've seen it done well, with a corresponding result. But I've also seem a backlash against it, especially early on when a lot of people may be skimming entries to see if it's worth it to keep reading.
What have you seen that takes YOU out of the reading experience?
What helps draw your attention?