To me, it is very typical of both the industry and much of the game playing public that AAA games are aimed at, to cite technological superiority as the solution to all problems.
Every game is a first person shooter? Fresh shaders will fix it.
Every first person shooter has the same gun in it? Fresh shaders.
Every FPS is set in the same scenario, with the same characters, using the same story motif and general plot construction? SHADERS, UPGRADE THE GPU, UNLEASH OUR CREATIVITY!
It's more like people who have no ideas, who can't really design games or come up with game concepts, falling back on technical expertise and engineering ability to justify why they're getting paid.
Backed up by a game buying demographic that has been surgically selected to place most value on a few check boxes and disregard everything else: aka, going online and playing the same death match game against other people for bragging rights, while desiring to see a set of fresh shaders they haven't seen before to keep each new game 'novel'.
Was talking about this with someone recently... does it say something that most indie persons, who find their own way into game development, do not simply want to go and make a first person shooter or something that is one of the like 3 or 4 ground-down genres which comprise the backbone of AAA games? Curiously enough, most people outside the 'pro league' game industry want to make unusual things, classic style games, simple but addictive arcade fare, and presently uncommon adventure and RPG staples.
One could argue that it is the fault of publishers that genuine creativity and a healthy variety of ideas in the design ecosystem is stifled, but I'm not that sure. While some developers do tell stories of proposing games that break out of the current stagnation only to be shot down, I seem to read plenty of these people who, when queried, just seem to not have a thought in their head besides "throw more hardware power at it! Crank up those shaders! Have you seen what we're doing with scripted crumbling walls today?! We're pushing the envelope! Changing the world!"