I think getting into a video game has a lot to do with controlling the character and know what's going on. There's a HUUUUUGE gap between what someone who has been playing a game for 10 years knows, and what someone that's never played a game before knows. I mean, to the seasoned gamer, a health pack is a standard thing, but a non-gamer doesn't know what the heck that is. Same with bashing crates, etc etc. There's all of these standard gaming conventions that modern games rely on that gamers take for granted, but are completely nonsensical to non-gamers.
I actually talked about about this concept of non-gamers here. This is one of the reasons why the Wii is so successful is because it doesn't rely on traditional gaming conventions, which opens up the experience to everyone, not someone that grew up with the Playstation (or the Nintendo like me). If you combine the strategies I talked about in rethinking game difficulty, with making games more mature I think you'd have something really special, and if you made your game scary, it would be truly terrifying and reach that keep-you-up-at-night level.