TFA is actually interesting. The headline and summary are completely the opposite of the TFA:
Microsoft Studios' user research group developed a narrative usability method to test story early in production, allowing for iteration driven by player experience. Narrative usability can identify twists that don't work and conclusions that are confusing, removing understanding blockers so that characters can shine.
Having played a number of FPS games, you know the one I remember the most? Spec Ops: The Line. Why? The plot and voice acting.
Having played a number of flight sim games, you know the one I remember the most? Wing Commander 3. Why? The plot and acting.
Having played a number of indie games, you know the one I remember the most? To the Moon. Why? The plot and dialogue.
Having played a number of adventure games, you know the one I remember the most? Zelda: Ocarina of Time. Why? The plot.
Having played a number of puzzle games, you know the one I remember the most? Deus Ex. Why? The plot and depth of gameplay.
Having played a number of sci-fi games, you know the one I remember the most? Half-Life 2. Why? The plot and voice acting.
RPG games take their own special category as plot makes or breaks an RPG - Chrono Trigger, Final Fantasy 9 + 13, Mass Effect 3, etc.
I may not remember the plot, but I certainly remember how I felt at the end of the game. Same as with other forms of entertainment - movies, books, theatrical performances, etc. Glad to see they are offering research to make a game more memorable because of the plot and characters.