I think everyone is missing his point. What he is trying to say is that your game needs to have something compelling the listener to want to play.
How many of you actually read the article? From the comments I would say very few. The article is discussing how he breaks game design into 6 elements -- one of them being game concept.
<i> "Molyneux divided game design into six important elements and talked about where each is going: Concept, Setting, Simulation, Technology, Story, and Gameplay. Although many of his examples were from his library of past work, the audience was also made privy to some developments in Black & White 2 and Fable. On to the talk! " </i>
The section about game concept is what is quoted above. He's simply saying that the concept of the game should be something you want to play.
However, I agree with what people are saying overall though: You can spin almost any game to have a compelling concept if you search hard enough.
This comment was edited on Mar 8, 00:54.