I think it is more to make the builders be more considerate about the "tension and release" cycle instead of having something like the infamous "maze.exe" game in which you just play a normal game a suddenly has a screaming face on the screen. Think more along the lines of fatal frame games where the ghosts appear out of nowhere or even, at a stretch, the "Five Nights at Freddies" games in which there is an awful tense moment before the dolls pop out and go booga-booga.
I mean, otherwise everyone could just make a game of pong and then throw in a screamer and *bam!* horror game.
...But that's just how I read it anyway. :)