Well for promotional material its simply because its most effective. As kid a remember truly being sold on games by CG trailers because I thought that represented how it would feel to play in that world and to some extent there is a correlation.
If you're talking about actual games that aspire to be cinematic with emphasis on linear narrative, its because the AAA industry is stale and most of these devs are just chasing what they think people. There are so any games last gen that I played and was like "Why are they wasting my time with these terrible characters and plot". FOr whatever reason everyone thinks its their responsibility to be the next Naughty Dog or compete with the scale of a COD campaign....
Now I think narrative will always be a huge part of video games, but I think a lot of devs force it in a way which doesn't suite their actual creative capacity or the requirements of the game their making. Hopefully it something the industry will grow out of, it may need a few huge flops and surprising successes to trigger it though
Arguably its already happened with games like Titan and Evolve (possibly destiny? I haven't played any of these games :p). They have narrative from the sounds of it but its not forced on the player like in alot of single player AAA.
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