I'd say he's shy of the mark but heading in the right direction. I do believe Heavy Rain could be marketed to non-gamers, but not necessarily just to "females" but non-gamers in general.
If I was Sony I'd consider a second wave of Move centric advertising, based around the Move version, appealing to non-gamers as an interactive drama where you play all the major parts. I remain convinced that, in addition to all the dance, sports, etc. stuff that has been shown to go over well to non-gamers there must be a market for mature titles for non-gamers - and HR is far and away the obvious choice currently.
With Move, Sony could bypass the usual complex game scenario and push easy interaction in something deeper and more adult that a game of ping pong.
Try to be reasonable... its easier than you think...
