Q1
I'd say the story is what really matters, at least to me that is - if it's not there, no amount of glitter will work (though that might not necessarily be the case with representatives of the opposite sex).
Then there's a very element of a good game which I would simply call "something special"... What's that? How should I know? MI, GK, Riven and all of the biggies have it.
Q2
If we're talking full 3d, then direct control is the only way.
If we're talking 2.5d, point'n'click is still the best we have.
First-person dynamic - a mixture of direct control and point'n'click
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