Disclaimer: I'm really having a hard time being empathetic here.
Why do companies chase this market? They're very fickle, and rarely appreciate any sort of gameplay mechanics. These sorts of games devalue the medium to themed Skinner boxes, essentially. I play games to be competitive, and employ creative problem-solving strategies. Meanwhile, loads of companies seem hellbent on removing all nuances from their games to pursue ever-more-mainstream sensibilities.
It's disgusting and patronizing.