I've been doing this a very long time and I'm pretty good at it. I have a full roster of games and my selling point is always the character/NPC interactions and storytelling, even with crunchier systems like DnD/Pathfinder 2e. And almost universally, everyone who asks about games wants a long-form campaign, with a deep story, great NPCs, world-building, and role-play.
So, I crack my knuckles and get to it. I love writing characters, I love developing the setting. I don't play very often because - while I'd never tell a GM this - if the characters aren't at least a little bit interesting, or we're just hack-n-slashing through a dungeon, it's not really my thing. No hate to those who love that, just not my niche, and not why my players come to me.
But...sometimes those same people who CLAIM to want those things out of a campaign are the most difficult to get involved in any way. They'll just sit there silently unless they need to roll dice. I try to dangle bits of their unresolved backstories in front of them, they ignore it. I'll even have an NPC engaged in conversation with somebody else turn to them either asking for a second opinion or asking for support, ANYTHING really. And I get one-word responses.
All the above is fact, so now I'll venture into the realm of guesswork. I think that Critical Role et al has given people unrealistic expectations of a game. This isn't a complaint about that style of play, quite the opposite, given the right group it's wonderful, and I have a few of those groups. They're always engaged in the story, and their characters have little quips, conversations flow between them and the NPCs.
But I think a lot of players see Matt Mercer/Brennan doing their thing and think: "Wow, I'd love to be in their game!" But don't realize that all the players at those tables are literally professionals. The players at such a table have to give almost as much as the GM in terms of participation. That's what makes it great. If all the players just sat around the table and answered when directly spoken to, nobody would watch that.
It's just one of the revelations I've had over the years, and it kind of sucks. Because if I take the time to craft something interesting and nobody responds to it...did I just waste my time? It actively discourages me from trying, because what's the point? They won't talk to any of my NPCs anyway.
I'm sort of making it out to be a bigger problem than it is, I suppose, as I've had tremendous luck at my tables with having a really good crop of players. But I just wrapped up a game with a group I've been playing with for years now, and every session it's hit or miss with whether they'll interact with my world beyond rolling the dice, and it's discouraging. I feel like a monkey doing a song and dance, but nobody is watching.
Just curious if other GMs feel that their players know what they want when they ask for a particular kind of campaign, or you find they have an unrealistic idea of how such campaigns actually work? Maybe that makes sense...