I'm more interested. Open world implies freedom... the freedom to go where you want and when you want, do what you want and tackle problems in the way that you want. I like having freedom. When mom told us to go out and play, she didn't tell us that we had to ride bikes for an hour, then play frisbee at the park for an hour, then shoot hoops for an hour. That's what a lot of scripted, linear games are like. "Play" is most fun when you're let loose outside and can do whatever you feel like in the moment.
That doesn't mean that there can't be structure. A lot of open world games rely on missions and quests that you have to do to progress, but you can generally put them off if you don't want to do them immediately. You can also tackle them in your own way, and it's usually really rewarding. For example, a linear game might have you infiltrate a compound and present you with a front entrance and then a less obvious, "hidden" entrance. It's nice to find the hidden entrance, but it's not all that rewarding, since you're almost meant to find it and you know that countless other people have been that way before you. In an open world game, you might find a way in that no one's thought of, which is highly rewarding. Moments like that give me a high that I just don't often get from scripted, linear games.
That doesn't mean that everything that's open world is great or that it's not misused as a buzzword. Some games get called open world when they aren't really. You do need to be a little careful when it comes to the marketing. "Open world" definitely gets my attention, though, to answer your question, since even those that misrepresent themselves do tend to have some design decisions that I like. Maybe it's not as much freedom as some would like, especially for the use of that term, but just the fact that they decided to give the user some freedom is a good thing, IMO, even if it's for no other reason than it's trendy and allows them to use the buzzword. Freedom in games is a good thing.