Notgames was originally intended as a concept to inspire developers. In this light perhaps it's unfortunate that it was used towards the public. But then again, I do see Thomas' point: that the word "notgames" explicitly challenges people with prejudices against games. So that's good.
There seem to be two worlds. The world I hear about on the internet where almost everyone plays video-games or has an iPad. And then there's the world I see outside of my window in Gent, Belgium, where not many people really care much about any of this. All of my friends here read books, watch movies, listen to music, go to art exhibitions, like pretty clothes, good food, etc, but not one of them plays video-games. So I guess this "making games for non-gamers" thing is kind of personal for me.
You are certainly not alone in this, and I think things such as the Köln notgames fest might be a way to reach these people. I find that these days I am easily weary of people who play games as it usually is their principal hobby to which all other occupations are secondary; and while not a 1:1 correlation, often the other hobbies they have are not very aesthetic to me. So my interest does lie in games for non-gamers; not out of spite for gamers as a group, but because I feel it is easier for me to resonate with. (And my apologies to gamers with beautiful and interesting hobbies - your only fault is being so hard to find.)
I worry that as much as non-gamers are perplexed by conventions from games, a lot of gamers are perplexed by conventions from literature. It is the culture problem which I also thought about on my tumbler; the problem really is not goodwill or desire, the problem is that any artform requires conventions to work fullest, and that the target audience who (I think) matches my own narrative interests is a different audience who matches my interactive interests.
I have thought in the past about making a novel/game combination and finding a way of getting them combined and sold in a book-store as a book-with-mini-DVD; and now that I resurface this idea it strikes me as quite fitting for something like Dear Esther, which could have a more House of Leaves type of freedom with content.
What are your thoughts on using the Trojan method of getting games to people?