That interview made me cringe. I don't want the common setting, I want exotic!!
Seconded. This attitude is the death of creativity. Play it safe, go with the flow... no thanks. "Everyone knows Tolkien". Oh really? 90% of the people who claim they know Tolkien don't have the slightest idea what they are dealing with and believe it to be in the line of run-off-the-mill fantasy stories like those of Salvatore. People like things they are familiar with? I like stuff that challenges me. Things that I have to figure out. Morrowind was great with original concepts up to and including armour types, housing (the crab in Ald'Ruhn was something...) and even the instant transport possibility was draqed into a cool, strange concept. I think Todd Howard has it backwards when he states "At the same time, we made an effort to keep the classic fantasy setting of our "Imperial" culture, so that the player would see familiar things, which creates even more contrast against the unfamiliar." Yes, the contrast worked, but the other way round: It worked in establishing that it was the oh-so-familiar Imperial element that was actually alien in Morrowind. You could feel that they "were not supposed to be there". I felt much more comfortable in playing in the Dunmer towns than in imperial towns, which felt like a xenograft on the skin of Morrowind.
People like what they are familiar with? Then why did Planescape:Torment receive so many accolades? While it was a D&D setting, it was the most mature one existing at the time, and it was a roleplaying game that threw up philosophical questions like few others had and have since.
"People are not familiar with a brand new sci-fi setting that X game is making up ; thus they might be less interested in buying it. " Thanks, if Chris Roberts had thought that way, there would never have been a Wing Commander series. And as RPGs go, we never would have had Deus Ex. Heck, anyone remember Skyrealms of Jorune: Alien Logic? As adventure-like as it was, the setting it borrowed from its pen&paper parent game was quite original.
I think trying to "play it safe" with the familiar in the end will backfire. Because people will notice the lack of originality and, pointing out that game design is supposed to be a creative business, balk at the lack of creativity.