I personally feel like the AMA's do a LOT to help flesh out a champion's lore. Seems like most, if not all, of the questions I've had about a new champion are answered in the threads. That being said, I think that the AMA's could stand to be a little more visible - linking to them in the champion announcement would be awesome, instead of hiding them away in the Lore forum xD.
That being said, I could always stand to go for more lore. We need another Journal of Justice - or something similar - for that to happen though.