As I've said, there are games that have done this, but it hasn't become standard yet. One thing I think that is holding back games is the lack of a common foundation to build off of. These games did interesting things with storytelling, but it hasn't been developed. Look at music, art, and film. They all have core design principles that the artists can build off of to create their unique pieces. Film has cinematography rules, with the effects of lighting, camera angles, and scene architecture to get certain emotions out of the audience. Fine art has rules of composition, including the rule of thirds and the golden ratio, while music has music theory to explain chord progressions and dissonance and why they are satisfying. Games don't have that. Developers have only vague ideas of why games work, not exact principles that can be used as foundations.
Here's a quote from a Gamasutra article about this:
Source
There are definitely games that have excellent stories, and games that do interesting things with stories. But for the most part, game storytelling is terrible and developers don't know how to solve it. With the indie boom, more experimentation is happening, and I hope more developers look to games like Bioshock and the Stanley Parable for how to create new ideas. But in an industry that is so quick to bury the past in search of the next big thing, it's frustratingly hard to get there.