Well, there were a couple of super popular "cinematic" games, and the bugmen, as always proceeded to completely misinterpret what made those games good.
Add to that that as video games became more popular, they attracted more suits who never played a video game in their lives, who are the kinds of people to say things like "games should be more like movies" because that sounds good on paper if you have no idea what you're talking about.
Add to that failed film directors who end up working in video games, failed movie critics and journalists who end up working as video game reviewers, and are desperate for the medium they find themselves saddled with to "grow up" and "become something more respectable" so they can finally look their peers in the eye.
Add to that lunatic ideologues, who want to stamp out challenge for being exclusionary, and turn every piece of entertainment into a bite sized propaganda vehicle for whatever the social struggle of the minute might be, to be consumed and tossed by the wayside just in time for the next one.