Personally... I don't care in the slightest, because as someone who's been playing these games for a while and also as a programmer, I observe that what these companies are promising is basically impossible, so I never bought into this promise to be offended it didn't play out. It is not possible to have a true branching story where you can make dozens and dozens of meaningful choices and the story has fully rendered cutscenes with voice acting and unique locations and etc. etc. But it might be nice if the companies would stop promising this. Every year, as the standards go up, it is actually getting harder and harder to bring this level of responsiveness to a game.
(Sometimes I think that as impressive as the holodeck may have been on ST:TNG in terms of providing an immersive sensory experience, it's even more impressive in that it seems to have enough intelligence built in that it can actually do true reactive storylines and such. We'll probably have reasonable approximations of the former a long time before the latter!)