Part of the whole reason for the homogenization that comes with commodification is the goal of delivering something that maximizes the reach of the product. So you get these intense markets full of choice that is appealing broadly to consumers if not very differentiated. Hence things like competition based on aesthetics, branding and fandom versus core product differences. In games this leads there to be a niche for some innovation but it's not a very sustainable one for the developers and the market as a whole is oriented against it. Which is obviously okay for the average individual consumer but not necessarily great or health for the medium itself.

So in a long winded way I agree this is something that you'll care more about the more you care about the practice of game design itself.

My ever growing Steam wishlist with titles under $20 agrees with you.