I still don't see how people can equate Zynga with the game market as a whole.

The "Ville" products are not games. They don't reward skill, you can't win them, and they don't offer any fulfilling multiplayer experience. Most real games fit one or more of these attributes.

Zynga products have more in common with cigarettes than something like Starcraft. Both of the former offer a not-terribly-fun experience that has been thoroughly optimized to provide maximum compulsion and habit. The other is made for entertainment and draws its value from people enjoying this entertainment.