There is a term among the gamer community the describes a certain subsect of gamers interested only in how impressive a game looks -- "graphics whores." These are people who get excited over how a game looks more than how it plays, and will easily dismiss any title that isn't up their visual standards.
Just like there can be no smoke without fire, so too can there be no whores without pimps. These are the people that justify the shallow judgment of a title based purely on aesthetics, mainly because that is how they are selling their games. Prompted by the recent resurgence of Killzone 2 talk, I decided to voice my feelings about the "graphics pimps," and why I am sick and tired of hearing about how great a game looks.