I think that these Reality Shows that are so pervasive on the television these days are the ultimate illustration that character is all that matters.
Some time ago someone told me that it's not the story that matters, it not the plot or the setting or anything else, all that matters is character. Make the reader care about the characters and they'll keep reading.
Look at these new Reality Shows on television. Flipping Out, Keeping up with the Kardashians, Dancing with the Stars, it's all about promoting the characters. Those that don't are now defunct. Why am I thinking about this? Cause among the shows about Duck Hunting, Critter Wrangling, and all the others is a new reality show that focuses on farmers.
Farmers? Yep, farmers. It's not a stretch really if you consider that it's all about character. I bet there are plenty of colorful, characterful, farmers out there. If a producer can run into a compelling enough farmer character, it doesn't matter what the subject matter is.