Any good company knows how important customer feedback is. But I like to think beyond that. Game companies can be much more than just "commercial companies", in fact they should be more. And here's why.
Game is a form of art. For some people at least. There are gamers and gamers. Some will probably ever remain the immature, tough language haters with unsolved real life frustrations (by 'frustrations' I don't mean injustice, that is a radically different concept). These are more casual gamers, that probably, with time, will even exchange games for real world politics :)
But there is another category of gamers. They see the video game as art, a very complex art which gathers together: literature, graphic design, (voice) acting, musical composition etc. And above all, as any form of authentic art, the cathartic (ethical) value. What does the work of art transmit, what message, what life philosophy? How it is conveyed? Such questions these gamers ask and, hence, they start paying more attention to social interaction and character personality than to graphics detail or amount of game combat situations.
(Speaking of combat, this is probably a matter of taste. However, what works well for some, may be a huge hindrance for others. Game companies should pay significant attention here. A game may become unplayable for some, due to combat difficulty or clumsiness. Some people prefer a more tactical approach, pausing the game and issuing commands to party, while others – me included – like the real time, with dodging, blocking and swinging, as in real life. For me, if Dragon Age Origins would have had the combat Kingdoms of Amalur has, it would have scored much higher in my book...
Couldn't games implement alternative combat systems? A thing to ponder upon.)
I consider the latter category of gamers artists in themselves. Their important feedback (which may take the form of an article, a blog, a comment, a mod etc.) co-creates, in a manner of speaking, the game itself.
Masterpiece games are games meant for humans with feelings and emotions, not for brutal killing machines. I certainly won't play a game that has very few to none dialogues and moral choices (romances included) and which, instead, insists on gory difficult combat.