I personally like a mix of familiar and unfamiliar tracks, if there's only music that I know well being played the "suprise-effect" disappears. Though if I'm too lost a recognizable song usually takes me down to the ground a bit, so it's all about balance! Classics often creates a burst of joy among the dancers, it's awesome hearing your favorite pieces on a dancefloor (but it's even better finding a new one right there ).
As long as the transition is relatively smooth and doesn't take too long I don't complain, a bit of dissonance usually doesn't hurt (especially when it comes to forest/darkpsy where that's already a prominent element of the music). Other tricks (fx, etc) is secondary, it's cool when people can pull it off but I've never thought "man this set needs more DJ-tricks".
About storytelling, I think it makes a difference. Though sometimes storytelling just means thinking about the relationship between the tracks and the order played, in terms of dynamics, mood and such. Which I guess every DJ do, but I love when someone can take it to a deeper level and create a real trip.