Reading that link:

Bashō himself once criticized works that did not have a palpable sense of aware:"Of course, anyone can keep a diary with such entries as 'On this day it rained...in the afternoon it cleared...at that place is a pine...at this place flows a river called Such-and-such'; but unless sights are truly remarkable, they shouldn't be mentioned at all."

Love it!

I like to think of the prose part of a haibun as a sort of chicken bouillon cube. Anyone who has tasted it knows the super-sharp sting of salt and intense flavor. However, drop the bouillon into a pot of boiling water: soup! Tasting the soup is both the haiku and reward: it should be still flavorful (imagery combined with aware should still prevail), but it is decidedly (and thankfully) more dilute. And the best soups satiate and fill, making us remember the taste long after we leave the table.