It's the data diving that's really ruined the fun of this. You can't hide anything in a game now because for a legion of hackers, exposing every locked or hidden thing in new releases is the game. I think that's why so many indie games that want to have deep hidden content end up making ARGs, so you only have to put hints in the game and the solution is on your website or in a geocache or something. Then the worst the data miners can do is dig up all the clues faster.

I also feel like part of the appeal of "lore over plot" is tied up in this. With YouTube and Twitch, it's likely that more people will consume your game in the form of "lore analysis" videos than will ever play your game.

If your game just tells a straightforward plot, then a 12 hour commented Let's Play is going to eat some amount of people who might otherwise play your 60 hour game. I definitely found Whitelight's 7 hour walk through of Death Stranding a lot more interesting than playing it.

With the lore-heavy games, there's no consensus story to spoil so everyone can make their own 10 hour long interpretation of what Goldmask's finger positioning implies about the elden lord's dining habits. It feeds a whole speculative video ecosystem and encourages people to play the games and "decide for yourself" what it all means.