It was once, but so many mistakes have been made that now I only skip through it to see what happens to my favorite characters, usually they die.
In truth, Bleach was once a funny, thoughtful, action packed Manga with expertly crafted characters, I used to think it was the best since Dragon Ball, that same formula of being able to bring an entertaining Manga without using the death of characters for cheap hype and drama.
However, after the soul society arc it went down hill, the manga struggled with keeping the characters personalities the same, the story became messy and difficult to follow and the use of pointless deaths for cheap ratings was implied, it became a totally different Mange, you don't change tack half way through a story and expect to keep loyal fans, that is why Bleach is now no longer a top seller and its Anime was cancelled, just deserts for disappointing loyal readers in my opinion.