Really.
Imitating cinema? No, not always.
Look at all the best trailers.
Halo 3 "Believe"
Gears "Madworld"
Mass Effect 2 Launch Trailer
Bioshock Andrew Ryan trailer
Halo ODST "We are ODST"
Modern Warfare 2 Infamy Trailer
The Witcher 3 "Monsters"
Deus Ex HR Cinematic Trailer
Uncharted 3 Announcement
Uncharted 2 "Fortune Favors"
The Last of Us Announcement Trailer
Halo 2 Announcement
Dead Island Announcement
Starcraft II Launch Trailer
Ground Zeroes Trailer
Etc etc etc etc..
Gameplay trailers are never the best ones that you watch over and over. Exception being Kojimas 12 minute long gameplay/story trailers.
Gameplay should be reserved for Bungie like viddocs, e3 walkthroughs, or video demonstration videos like Todd Howard's Oblivion Gameplay vids.
For me it is logical that when you have a game you use the game to impress others.
Just look at the reaction to:
Super Smash Bros Melee Reveal
Twilight Princess Reveal (2004)
Titanfall Reveal
When people saw the gameplay and were blown away by it, it was great. None of the cinematic stuff even compares to how positively people reacted to these. In fact I would say Twilight Princess tops them all.
Maybe it is just because I am old enough to remember a time when games were announced we would have gameplay footage (or screens), or gameplay footage cut up into a trailer, usually the former.
Since games are an interactive experience that you control, the story trailers show me nothing of what the game is like and how it plays.
Why is it crazy to expect to be shown a game when a game is announced?