Originally Posted by Lethal Weapon 
Character creation should not be about different ways of killing things, it should be about creating different character types,
I instictively regard this as a very important sentence.
Modern games focus so much on fighting and killing, that "role playing" is nowadays / has become = fighting.
And I'm sure Publishers believe this. Becauxe they don't understand the genre. They only see what sells, and not understanding they perceive by (what's) selling, and that is killing in action games (which also includes RTS and FPS).