What we're doing here is establishing an entirely new medium. It's unavoidable that we look at old media for reference. Since we look at cinema and games a lot, I propose we look at architecture and software as well.
It is also due to the fact that the medium is so new that a person approaching it will not expect any base level of sophistication. Not to mention the fact that it's an uphill battle socially to get any form of emotional recognition with interactive media, let alone with something that could be close to being called a game. </complaining>
It's getting better, though. The fact that games are now being targeted to practically every age range is a great indicator that many people are moving towards more interactive avenues and are aware that others are as well. This popularity will hopefully lead to a distribution of games as homogeneous as movies and books, and the over-saturation of current game norms will give way to people desiring more alternative modes of experience within the medium. (Though I still do not know what exactly you are talking about when you mention experience.)
I cannot think of any preexisting medium that interactive media cannot potentially incorporate and expand upon. It is for that reason that I pursue it.
I don't think we should gloss over designing for an experience as something that everyone does. My reaction to the article was not that we should add some concern about the player's experience to our game design. Rather to think about our work as designing the context for an experience directly, disregarding whether it is a game or not. Just think about the experience you want to give the player, and then design something that can give the player that experience. In that sense, the player's experience becomes the basis of the artistic process and not some additional design aspect that simply makes the game a bit better or worse.
I guess I might have a less specific definition of experience. The game itself and the act of playing it can be the experience that the designer considers to optimize. It can be a shallow experience, certainly, but it's still an experience that a person somewhere has to consider and care about and build for someone. How that design of the experience is approached and treated is still not properly established in my opinion, or is full of poor assumptions. I do know that a lot of people try to focus on the mechanics of a game, while some try to focus on plot or main message instead, but they both still seem to consider these two aspects of the same thing as opposing. All mediums consider the experience of the viewer/listener/reader/player to some varying degree of accuracy and success. The intent to create the experience, I believe, is always there.
Take books for instance, if a person tells an author that they didn't like their book, that author probably shouldn't consider that to improve the book the pages should be made easier to turn, or that typos are prevalent. There is likely a weak portion of the plot or a bad strip of dialogue that the reader has disagreed with. Of course more absurdly, if an author has an incredible story it probably shouldn't be written on pages that give you paper cuts with every page turn, as that can be distracting.
On the topic of sadness, in a recent review of our The Graveyard, the fact that it was sad was mentioned as a negative point.

That may very well be an indicator that the medium is not yet ripe in many people's minds, that it may be still too closely associated with the impulse gratification and subconscious ego manipulation of Peggle. The Graveyard was far from perfect from my definition of an experience, but the fact that it caused the emotions that it did was sort of the point of it, and was the aspect that I most enjoyed.