What happens is this ---> Creatine makes you retain water in your muscles... because you are more hydrated, you have slightly more strength to lift. Therefore, some people coming off of a creatine cycle notice slighty more strength and muscle because they lifted heavier. Also, the experience of being on a supplement forces you to work harder toward that goal (generally speaking) - for instance, you think "Awesome, I'm taking creatine which means I'm gonna put some more muscle mass on and I can lift heavier, let's go!" I mean, you don't want to waste your money, right?
My theory is this ---> Creatine = Motivation = Results... That works for some. But you could also have Motivation = Results just as easily. In essence, there's nothing WRONG with using creatine if it gives you the motivation you need to lift heavy. Is it actually the CREATINE that's building your muscles? IMO, No.
As far as the loading phase, it is completely unnecessary. It's just a ploy for the companies to make more money. On the back of shampoo bottles the directions say, "Lather, Rinse, Repeat." Is it necessary to shampoo twice? No. It's just a ploy to make more money.
Anyone disagree?