suited to be or not to be

I look at starting hand charts and KQs is considered much better than KQo but i also read that your not very likely to make a flush by the river ... and being suited increases your hand by 3 or 4 percent .. but i read in theory of poker that being suited is muuuuch more important than people say ... any insight on the subject is greatly appreciated .. thank you...i apologize for sounding so nieve but i read conflicting arguments all the time in books and magazines