Professional writing for publication is usually about number of words. The emotional fluff is a version of double-spacing and large font. It's there to stretch an idea that could be stated in a single sentence into an essay. Writing classes teach people to indulge in that sort of thing under the pretense of being interesting or persuasive. But classes aren't necessary. If you're writing for the web or glossies, you'll pick it up through osmosis. It's just what you say when you don't have anything to say but need to say a lot of it.