As game critics we have to remember that audience as we write, because the people who are most likely to even read whatever we write are the jaded gamers who don't realize yet just how jaded they've become. Casual gamers don't read reviews nearly as often as they should, after all.
When I review a game, I have to ask myself "What does this game do that makes it better than other recent games of this sort that I and my audience have played?" and then I have to grade it accordingly while justifying that grade. Meanwhile, a potential consumer just has to play and enjoy (or not) a game before forgetting that games even exist for three or four months. You're right in that it's a very different sort of approach to the video games that both groups theoretically love (or at least like to think that they love). I'm not sure that there's much to be done about it, though. As long as I write a thorough review that explains where I stand (and why), then I've done what I needed to do and any intelligent reader will come away with the information that he needs prior to making a purchase decision."

