After playing 'WarioWare: Smooth Moves', 'Wii Sports', and 'Trauma Center', she was not very impressed and was more humiliated than stimulated. Then comes the key line, "And then I met Link, in the Legend of Zelda: Twilight Princess." She goes on to say, "Maybe it was the cute outfit he was wearing, or perhaps it was the fun of using the remote to swipe a sword or ping an arrow, or the fact that there was some kind of narrative to what was going on that made my videogame scepticism lift."
Cha-ching! Narrative. It's the narrative of games that will not only draw in non-gamers, but specifically women non-gamers. It's a good article, so give it a read.