If “graphics don’t matter” why do they keep improving?

Kevin of Xboxer360 writes, "Last week, Cevat Yerli, head honcho over at Crytek, took a rather controversial position by saying that graphics are more important than gameplay, earning the ire and plaudits of many within the gaming community, stating that improved graphics equal more immersion and therefore a better gaming experience. While I'm sure the boys over at Telltale games would have a thing or two to say about that, it was a rather refreshing perspective on a topic that, while many may disagree with Yerli on paper, the results seem to suggest something else.

While most gamers will continue to state that gameplay is more important, we're still going to be shown footage at Playstation 4 events and game conferences which continue to show off the graphical fidelity of upcoming hardware. How much do graphics play in our enjoyment of a game?"