|Chief Cook and Bottlewasher|
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Actually, I think it's pretty important for the players to know enough about the theme of an AP in order to build effective characters.
You don't want to bring a paladin to Skull & Shackles. You don't want to bring a druid with a bear animal companion to Council of Thieves. You don't want to bring a cavalier to Crimson Throne. You don't want to bring a drow to Second Darkness. And so on.
Suppose I have to disagree with you there, I definitely don't like my players designing characters around what will be effective for the campaign rather than roleplaying. I'd hate someone to play Carrion Crown as a paladin just because they think it'll be OP. I don't mind letting them know they will be in tight spaces or be very diplomatic because that doesn't give much away at all, but anything more than that.
Do you give enough info to a ranger so they don't choose a useless favoured enemy? Do you let them know whether to expect mostly urban or mostly wilderness? Because it's easy to build a totally useless character without any info