Quite a bit really. If the only reason one plays videos games is for challenge, then sure, the trappings of a game will never matter because that one is dedicated to doing as best they can for the frame work given. But those types of games are becoming fewer and further between as we move on, being replaced by games with sprawling narratives and diverse worlds (of varying degrees of quality). More and more, we're moving to a world where games are expected to be mirrors of reality, art imitating life, in a way that captivates the player. People expect emersion while indulging their escapism. So it's not all that difficult to ask that diversity be, at the very least, considered in these microcosms of art that we're being asked by the developers and publishers to enjoy.
Because, at the end of the day, we do care about what's in our games. No one is buying 1 video game, giving a hard nod and saying "this is all I'll ever need because it has the challenge I want and I don't care about anything else". That's not how consuming interactive media works.
Well, I don't believe games are moving to be mainly narrative-driven at all, look at the recent surge of MOBA's and Hero Shooters, there's more recent big games providing some sort of challenge or competition recently than large sprawling stories, that doesn't mean that there aren't or can't be, it's just how the market is right now.