I have a theory that artists do not have the same desires as the public. In cinema a bias towards cinematography and SFX could arise because the plot actually does not interest the artists as much as it perhaps should. Even a good plot will not remain interesting after many hours of work and so the artists lose sight of the prize and indulge themselves with technical aspects of their craft.

(This is not supposed to be a complete explanation of what led Avatar to lack in original plot and verisimilitude).