To the players, it does.
To Riot, it does not.
http://www.gamespot.com/articles/plot-is-highly-overrated-league-of-legends-designer-says/1100-6418368/
Exactly. You'll no doubt find a bunch of Rioters who claim that Lore matters to them, they'll do better, blah blah blah. They've been saying it for like two years now with zero results when you consider actual lore given to players (of course, they consider music videos with Jinx and the like as 'lore'). But when you consider what you see with regards to their actions, as well as the odd interview like the above quoted, you will understand and give up on any chance of actual Lore being put back in this game.
The guy quoted is so clueless that he actually believes that people "don't remember story." I don't think that I've seen a more clueless statement regarding narrative. A great narrative is a mix of both character and plot, not just one or the other. Whatever "research" this guy claims to have seen that bears his thoughts out likely doesn't exist or is being grossly misinterpreted so as to benefit their own stance on the matter.
Bottom line? Lore is dead in this game and won't be coming back.
