I partly disagree. I think gameplay in & of itself can be a form & expression of art, to express & share emotions, sensations, frustrations, joys, and it feels belittling to dismiss it as entirely separate from & in existence only to serve the rest of the art. While games that are experimental in story or audio or themes or other experiences do not dominate the scene, it seems disingenuous to imply games that are trying to be experimental or innovative or "quirky" in their gameplay mechanics are dominating it, at least in my experience. It feels like a dichotomy's trying to be formed here where it doesn't need to be.
That said, yes, there are a lot of games that try to "perfect" gameplay or reinvent the wheel for no other reason than because they think it'll sell or because that's what makes good game design, and it's possible I'm misunderstanding the point.