loading creatine would make you hold more water.
but it won't make you increase muscle mass.
think about it - its sucked into whatever organ has blood in it and that also uses creatine for energy ( heres a hint - every major organ and muscle).
loading for a week will circulate the creatine around the entire body - forcing water etc all over the body.
when you only take it around the workouts - the creatine is forced into the muscle, giving you extra energy, extra nutrients, stretching the area with increased water, and helping a host of biochemical processes within the muscle, i.e. satellite cell activity, igf, etc etc
i'm telling the truth here guys - the studies have proved this long ago.