The problem is video games are not strictly a "toy" like Transformers or Power Rangers action figures, at least not anymore. Compared to "real" mediums that can be used to illicit "artistic merit" - Music, Movies, Art, Literature - Video games have significantly higher levels of interaction and immersion. The player isn't just watching/listening to the exploits of some guy, he BECOMES that guy. This opens up vast avenues of storytelling that could illicit far greater emotions from the player than any medium currently in existence. Of course, this is only a "could". It's neither a "will", "does", or even a "should," really. I'll admit that video games should always be fun first and "artistic" second, but as of right now most businesses don't really care about either.
What I mean by this is that most game publishers only really care about how fun the game is up until they know it can pass for purchasable. This is why you have so many copy-cat "Like XXXX BUT" games out there, and why most F2P games suffer from "Premium Syndrome" where the core fun of the game is free, but special features, like being able to set up shops (with an NPC storekeep), Accessing certain skills/weapons, even customization options, etc. are kept away until you pay them a nominal fee (every month). To those of us who are aware of this, it keeps us from truly enjoying these games, because we know either little effort was created to make a truly "original" game with "original" gameplay or that the publisher wants to suck as much cash from your wallets as possible before you finally say "ENOUGH!"
But I feel I got a bit off-topic here. Instead, I'll end by saying this. When many of us (I hope) say we want to push the medium forward, it's not all to do with making games into art. A lot of us just want to see more publishers take risks and create new games and series instead of grasping desperately onto the series that they created 5, 10, 15 years ago. Budgets are bigger, developers are more talented, but there is a constant push for "more realism" or "better graphics" that could be so better spent trying to make a truly unique game filled with entertaining wonder for all.