I find I really need to get over the hump into it feeling like a parasocial relationship, which is kinda a shame. The only time I've enjoyed actual plays is when I've seen people who I was already fond of from other internet content play, and on top of that, never in a gimmicky setting like a promotion one-shot.
Basically it's not for the actual play, it's for living through their friendship, then occasionally the drama of the game spills forth and gives it an extra kick.