Let's talk about marketing for a moment.
Here's the base state: I don't care all that much about your game; you don't care all that much about mine.
The more I look at it, the more it seems that what people stop and look at, the game they pick up and open, the one they learn to care about? They picked that game because it shows signs of "things I'd like to be associated with", or "things I could be and do in the context of play".
I don't care about the game you made; in and of itself. I care about me. And your game might, or might not, slot into the story I tell myself about my life and my identity.
I might buy an indie games for the indie-ness, this week. I might avoid doing so next week. I might buy it because you wrote it, or avoid it for the same reason. This is true of any identifier you care to slap on a game. Complaining about either one means you don't understand, bone deep, that even when I'm buying a game because you wrote it, I'm not buying it for you; I'm buying it because in the story I tell myself about who I am, I buy games from cool people that I like. In this, I am an entirely normal consumer.
Follow me so far?
If this is true, then what else is true?