There's no reason gaming can't follow that model, and actually hey guess what it does already. Yes Call of Duty Black Ops is the big mainstream deal this Fall, but you know what has gotten just as much press? Fucking Minecraft, a PC exclusive indie project. You know what pops up on Steam, Gamersgate and other such sites just as much if not more so than big mainstream games? Indie projects, small team projects, games from Eastern Europe and strategy titles... the gaming industry, especially the PC side of it, is amazingly eclectic.
When people complain that all we have now-a-days are console shooters it's because they're not looking for anything else. They're sitting on their couch watching ESPN waiting for the creative and innovative PC projects to come to them and that isn't going to happen. When all you expose yourself to is mainstream advertising then all you know about is mainstream games, that's common sense. When you limit yourself to games that look and play like they cost 100 million dollars to make all you're going to get are mainstream titles, that makes common sense too.
I love Call of Duty and I love Machinarium, there's no reason people can't like, purchase and support both.