I like to run more sandboxy games. I like to make the world interesting and distinctive, with secrets and lore to reward players for learning about the world. The world should be consistent, and the unique elements should fit in logically and inform the players about the world.
For instance, my favorite homebrew setting is a theme park planet orbiting a spacetime anomaly. Learning about the anomaly gives hints about various major characters and the technology of the world. There is, for example, a "mineral" that is ejected from the anomaly and occasionally lands on the planet. That "mineral" is basically raw interdimensional matter, which is used to make "magical" technology. This is the standard unobtanium trope, which makes it easier for players to ask the right questions to learn about it.
And I think that's the balance: unique enough to be interesting to learn about, familiar enough for players to get a good footing and ask the right questions, and consistent enough that you can intuitively improvise when players are writing their story together.