Heh, I actually like messing about for ages making my character*, but genre is irrelevant. Mass Effect, The Sims 2, Saint's Row, it's all good. It's a nice feature, but it really doesn't make a game more of an rpg.
Same with the name really. They could do an ME and allow you to choose your first name, but you'd only ever see it on save games and status screens, with NPCs saying Agent, Agent Doe, or just Doe, or some such. I like fluff, but I don't really miss it when it's not there.
* I also like inventory tetris.