I think the same way as Iwata. At least as much as is said in the quote in the OP.
I think that there are too many shooters that seem the same from the outside.
There are either shooters that place you in a "typical" military type guy (cbviously Call of Duty, Medal of Honor and many more).
There are also other shooters with the "bald space marine" principle, of course set in the future and IN SPACE.
And then there are the kind of shooters which I like. Shooters in a kind of unique setting and/or with a kinda unique style like Bioshock, Half-Life 1 and 2, Goldeneye, Perfect Dark, the N64 Turoks, Serious Sam, Duke Nukem or Doom.
In my opinion these games showcase how the FPS genre could be a very unique genre.
But instead we get our yearly Call of Duty fix, which is not helping AT ALL. Ever since Modern Warfare came out I get the feeling that WAY TOO MANY shooters copy CoD's style. Which is not a good thing.
Outside of First and Third Person Shooters (more the former than the latter) I don't quite see that games in other genres are ripping each other off by copying the visual style or some gameplay elements.
Dear industry,
give me more unique shooter experiences. I'm so fucking sick of all those brown-grey shooters.
Give me more colors (see Serious Sam for reference on that).
Give me more unique settings (see Turok or BioShock for reference).
Give me a different character to play as. I don't want to play some emotionless, doll-like, bald Hulk-refect. Give me either a more over-the-top hero who get's all the girls (like Duke Nukem), a more average kinda guy (like Gordon Freeman) or a mixture of both (like James Bond).
Is this so much to ask for?
Also: Give me TimeSpltters 4. Give it to me!!!