I was not so into it either until I started figuring out how to get bigger multipliers and now I'm obsessed with getting more and more and acquiring more and more levels, skills, etc.. I agree though...the first time I played it I was like "meh"... and then didn't come back to it for a week or so.
I've always liked the bejeweled type games but this one definitely brings a new dimension to that with the horizontal/vertical play and the levels and acquiring of resources and stuff. You're going for more than just a good score.
To each his own though...personally I don't get the infatuation with the "hidden objects" games by some people. Read the reviews for The Stone of Destiny and you'll see what I mean.