the loading phase is just a marketing scheme so you end up buying more in the end. make SURE you drink a LOT of water. i'm talking over a gallon a day. the creatine itself does not make you grow or gain strength, but what it does do is make your cells hold water. this water gives more leverage, so you have a tiny bit more strength in the gym. when you hold water, it may also help you grow a little because your muscle cells are very well-hydrated.
i gained about 20 pounds when taking it, and gained 10 more pounds the following 2 weeks. maybe 1/3 was fat but i got a lot bigger. also, since i stayed well-hydrated, i didnt lose as much water weight as i thought i would. my gains, lean mass and fat, were from eating everything in site and training hard, NOT from the creatine. it may have helped a little, but food is the best bet.
my aunt's class in college did a study with creatine and rats. after a few weeks, the rat's spinal cords were damn near unbreakable. just an interesting tidbit i threw in there.
the only downside is that because of the water, you'll lose most of your cuts and look flat