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Not sure I agree. I think SOME games are definitely like that, and some gamers specifically look for that type of 'immersive' game.

But, as Acky points out, the Lego games are the opposite - and they've been big hits. I'm sure we could name others. I suspect it's the more casual side of the market - folks by the way who probably aren't going to be invested in TOR.

I'm not going to go down this path much farther, because this is all my own speculation - but continuing to use the Battlefront/Lego analogy:

Let's say there's a level where you play a Clone Trooper/Storm Trooper in some wide open sandbox of a level, where you're given a general goal (destroy outpost) and sent on your way. Now within this level might be the resolution to the Sev storyline for those that are looking for that - but it's not necessary for your enjoyment of the game level.

Now imagine a level playing as a Rebel tooper during the Imperial landing on Hoth (not from the perspective of a snowspeeder). Or as a Jedi fighting the Yuuzahn Vong across a planetscape. Imagine a really cool scene, and then add in a story element tying it into unfinished plotlines from prior games. It adds a layer for some fans, but doesn't take away the coolness factor from the game for a casual audience.