Let me put it another way, I bought Gran Turismo 4 and the Logitech 900-degree force feedback wheel because the driving simulation and controls were like no other video game previously. I didn't buy it because the cars looked pretty, that's just a bonus.
Controls are what separate video games from other forms of entertainment. They ARE the game. The only thing you get to do that affects the game is manipulate the controls. How could they not be the most important element?