The problem lies in the thought that these elements such as story, gameplay, art direction, music, etc. are disparate elements existing in some tenuous union that creates the sum of all parts or the game experience. This by itself, is a flawed mentality that will produce mediocre products. For a game to be perfect in my eyes, every piece presented in the game must be harmonious union with the next, either expanding upon or reinforcing the rest. I won't join the chorus of 'ONRY GAMEPLAY MATTERZ', as many of my experiences playing videogames have elevated beyond the simple interaction with the game by use of various other elements(music, atmosphere, art direction, etc.) This is experienced most notably in the horror genre, where interaction is often basic, or deliberately limited to enhance emotion or feeling.
A game's embrace of narrative should directly correlated with its ambitions in terms of how it wants to be perceived/interacted with. There seems to be this failed notion that all games like shooters and whatnot, must tell these stories to be taken seriously. I think minimal or limited story is often better in a lot of situations where the intent isn't show story. Diablo 3 is a pretty recent example of a game has a terrible story to its detriment. It clearly doesn't care about the story it wants to tell through its overall writing quality, but its constant INSISTENCE of obstructing you with blurbs of dialogue and cutscenes is beyond annoying.