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For me, Soul is:
>Sets/themes with emotional value, this is completely a personal thing. Sometimes there's just a part of LEGO that really held a place in your heart at some point in your life, whether because it was a meaningful gift or something you spent a lot of time having fun with.
>Having proper lore in your themes without taking it too seriously, people get attached to characters with names and personalities. Pepper from LEGO Island, Johnny Thunder from Explorers, etc. (Cartoons like LEGO City Adventures actually succeed at this.)
>Printed pieces. They had a feeling of rarity about them, like holding a tiny treasure. They fade and become like a nostalgic keepsake.
Soulless:
>Stickers. Fuck that lazy money-pinching bullshit. Either add multiple copies of sticker sheets since they're cheap as fuck or just go back to printed pieces.
>Expensive Ideas sets that serve no other purpose than appealing to AFOLs with too much disposable income and shelf space. Fragile display pieces. Same with the new so-called "18+" sets.
>People posting Millennium Falcons on social media.
