David Cage, designer and director of Heavy Rain and Beyond: Two Souls, doesn't want to give gamers something they already know they like.
“We don’t give people what they expect," Cage told Official PlayStation Magazine. "We want to give them something they want without knowing they want it”.
Cage said too many developers and publishers are serving established interests--that's why triple-A releases are so dominated by sequels and minor variations. Of course, gamers vote with their dollars and "encourage [publishers] to keep making the same game every Christmas, and everybody’s happy."
Hint: Cage isn't happy.
“If you’re interested in innovation and believe that games could be more than shooters, then you realize that sequels kill creativity and innovation."