Do you know the feeling when the chorus kicks in and you're like "YES, HOLY SH*T, THIS IS HUGE!"?
Goosebumps, emotions, energy, excitement - a great chorus can be just a perfect moment that immediately makes you love the song and want to sing along. A great vocal production and arrangement can create that feeling and make a chorus really stand out. It can turn it into the catchy, memorable highlight of the song.
If you don't put enough thought into this, you really miss out on the biggest opportunity to catch the listener and make the song sound and feel like a hit! A great vocal melody and lyrics obviously help, but in most cases it's just not enough.
The chorus needs to POP and deliver the message and emotion of the song in the best possible way!