My personal opinion(non-professional opinion) is loading phase is BS to sell more product. Take the recommended amount as everyone else says. I personally dont notice much of any notable gains in strength, stamina, or recovery when on Creatine(Ive tried 4-5 brands). The only thing personally I notice is the increase in size/weight, as posted above, all in water weight. I look slightly bigger but its not a "muscle big" rather just look slightly more swollen I guess for lack of a better term or discription. I personally dont like the look of it, as Id rather be leaner and more defined. But losts of people notice lost of different things and some prefer the swollen look.
Also, personally as is my opinion with all supplements is, I always cycle everything. I know a lot of people say that you dont need to cycle it but personally I stray on the safer side and I think that obviously you are taking MUCH more in this case creatine than you could get through a normal diet so it makes sense that it could be very hard on your body as it is not used to processing that amount of creatine....so for that fact alone the times Ive taken it, Ive always cycled it....I like my kidneys...
Again...Im no pro...just my opinion, and what Ive done.