http://penny-arcade.com/patv/episode/beyond-fun
Some of you may recognize this as things I have tried (and probably failed) to say for years. Hurray people better spoken than me.
So...for the record, I'd argue this is about 3-4 years out-of-date. I've worked on games where the directorial goal was something other than "fun". I've given a GDC talk about deliberately producing negative emotions in games for added dramatic effect.
Certainly the indie scene in the past three years has been very good about expanding what games can be, with games that are basically just art tableaus like Passage.
Also, in the past three years, Zynga happened. The way a lot of Zynga games are described is not fun at all, just compulsive, and using emotions like guilt to keep players playing, but no real "fun" emotion for much of its audience.
For all that sure, "Find the fun" is still a phrase that gets used in the industry, probably in inappropriate places, but I don't think it's singularly dominating.