This really comes from people (who think that they're gamers) that started with the Playstation and the start of the cinematic gaming cycle. We're reaching a new phase of gaming (more social and interface based) and since all these people know are the cinematic cycle, they think that the new games are not games.
This article delves deeply into the theory of cycles in videogames that are outside of the console cycles, and is very interesting, even with it's pro-wii bent.