Gimmicks are what sell.
They have to do something new or else people will bash the games for lack of.
Also why buy what already exists? every RPG has a unique story, yes. Essentailly an RPG is a very long film/video novel that you have to walk from place to place to 'read more'.
In games like Final Fantasy the only real "game" aspect of it is the battle/level up system. Without it many of the 'games" goals would dissapear (getting the ultimate weapons, final limit breaks, best materia, best summons, best armor, ect...), and giving us the same system over and over would not please anyone.
...and what you said
"create your own character (a trait that's most common on Western RPGs) instead of following a pre-set path (a trait that's most common on Japanese RPGs)."
I think this stems from cultural beliefes, here in the west we have a strong sence of drive and individuality (from out capitalist values?), whereas the east has history of belief in 'destiny'. Anythign produced by a specific calture will show characteristics and values of that culture.
This is a pretty complex question. And will no doubt require most of us several posts to give a complete and understood answer, gerat topic.
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