I wrote an essay on this
a few days ago, but I'll summarize it here for those who haven't got the time to read it (it's about two pages long).
The key problem is that people assume that video games must be "games," when really, "video games" is a bad name that doesn't really encompass all the things that the medium can provide. If we limit ourselves to thinking "oh, well, these games must all feature some form of structured play" (Gameplay), or "oh, they all need to be fun," we can't really see the medium evolved.
The medium we call "video games" also produces things like The Stanley Parable, which is more of an interactive, digital essay than anything else.
It's not a collection of games, it's a new kind of communication medium, up there with books, television, film, radio, and whatever else have you. To call them "games" is somewhat reductive; it's a holdover from the days of Pong, when all the medium could do was games, and it really limits our ability to expand.
The medium is actually larger than just games, though fun and enjoyment are definitely a part of that.
So... yeah, we do need to kill the dependency on "gameplay," or, more specifically, the need for the combat loop.