He's just, correctly, pointing out that in the mass market driven consumerist society we live in, the visuals are the selling point. Without a selling point a game will have to survive on its gameplay merits, it takes a special game to be exeptional enough to sell on its gameplay merits alone. Most games, sadly, are far from exceptional. We are all guilty of fuelling this sales mechanic, like it or not, if 2 new games are launched, one a mega budget eye-candy fest and the other a third party experimental venture into new territory 99% of the high street buck will go on the big name title, the blockbuster as opposed to the cannes champ if you will.
Simple fact is if you want to sell millions of units you can either slap a coat of DX10 or whatever on it or come up with something truly special and THEN see it fail because the graphics weren't up to scratch. If i was proposing a title i know where my bets would be. Refering back to a point i made earlier, it will not be until we take perfect graphics as a given that we will see truly innovative games pervade the mass market. Until then the youthful VG market will always be drawn to the visuals like horny schoolboys to an FHM cover.