If they really didn't matter, if they were irrelevant, as frotality claims,
i never said that...

i said that graphics cant be called as important as other elements because visuals are the strength of movies and not games. obviously you need some way to visually represent what you are doing, and the nicer it looks the better, but their importance to overall quality is overblown because it is simply a means to an end to represent what action you are doing, and it is that action that is the critical element.
I agree with your first statement entirely. That primal sense of "looks good = good" is the topic under investigation. I'm not arguing with your conclusions about gameplay because I agree with them. But I think your characterization of games is unnecessarily narrow. Interactivity may be the defining element of video games, but it is far from being the only important element. A medium is not defined by what is unique to it. If it was, writing would be irrelevant in movies but critics are allowed to judge a movie based on the quality of its script. You could easily argue that the way a game looks or sounds is as important to many people as the way it plays. If you don't believe me, go hang out in a survival horror forum. Most of those games have terrible gameplay and depend exclusively on visual, sound, and narrative to achieve their affect. Are these not real games because all of their key elements are borrowed from other genres?
The whole reason I wrote the article is because I wanted to better understand why graphics have such broad appeal, why they are pursued so industriously by developers, why business men put good graphics at the top of their list and I wasn't satisfied with the intellectually sterile response "because graphics sell". That doesn't answer the question, it just restates it. What do people "get" from graphics? They must get something. I think that something is immersion. It might only be one type of immersion, but it's a valid one.
i think you misunderstand me. im not saying the visual representation of a game is unimportant, but that graphics for their own sake with no consideration to how it conveys the gameplay is unimportant. games can surely have impressive and expertly crafted visuals, and those visuals can be tied into the gameplay in such a way that they become a major element worthy of critical praise, but that isnt graphics, that just appreciation for general artistry and cleverness in how you USE grpahics, not so much the technical aspect that is often touted as a selling point.
which leads to the issue of survival horror you brought up. i think this is were the misunderstanding arises: yes, those kinds of games hinge on the atmosphere generated by other elements, but in something like silent hill 2 it only works because it is interactive, because the game makes you go through the bloody door of your own action and because the crappy combat makes the monsters actually terrifying to face. horror has always been a bit of a special case; many people would argue that less impressive, fake-looking physical special effects make for a far better horror movie than CGI because they add to the atmosphere of wrongness horror tries to convey; they are gritty and alien, which strikes a cord that perfectly animated blood sprays cannot. in this instance you have a good point, and i think i really could have worded myself better. a game can use its visuals in a way more impressive than a movie, but that is the use of visuals which is aesthetic, while graphics are the mere existence of purely technical impression, like LOD, specualr maps, etc. i tend to view them separately and failed to mention that.... oops.
my point is that graphics WITHOUT consideration to how they convey the gameplay are superficial. in something like horror the gameplay may seem like a simple and small element compared to the thick atmosphere and creepy audio, but the gameplay is the only reason those work in the first place. its the only reason you are playing a horror game and not watching a horror movie... you get to experience those elements yourself.
from what i understand of advertising and people who tell me they are so impressed with graphics, they seem to really be impressed by the technological aspect, not really considering how exactly it all ties into the gameplay and whether it works for that particular game. if i may move away from arguing the importance of graphics, id like to get into your question of WHY exactly graphics sell... is that alright?

personally, i think it has more to do with the ease of judging something visually. we dont really have to "get" something from graphics, they are just one of the easiest ways to judge something, which is why visually impressive things sell so well; they make a good first impression. our brain makes judgements based on appearance before we even consciously think about it; its just an exploitation of how humans get information from the world. visuals are important to us because they are the simplest, easiest, most direct way to judge something.