It means people want games with more role playing then roll playing, or to put it simply a game that is anything other then mindless combat.
You can find good role players and have a good role playing game. However, there will still be way too many players that just want to skip anything and get right to the combat.
The big hang up is: The rules. For too many players, unless they are using a rule, they are not "playing the game". They don't want to just sit around and talk, they want to use the rules to play the game. They want action, adventure and most of all combat.
The dream would be social rules as detailed as the combat rules, so that would be hundreds of pages. You'd have social based abilities. People and creatures would have Social Armor. Everyone would have a Base Social Bonus. Everyone would have Social Life. You'd have social backgrounds and archtypes and feats. You'd have Renown, Standing, Honor, and other such social rank rules. You would have items and equipment that had effects. And all magic would be re written to fit the social rules. The best way would to have a dual "classic combat side" and a "new social side" much like a multiclassed character. So you might be a 3rd level fighter/2nd level commoner. The social classes would get abilities per level, just like other classes. And when you defeat someone socially you'd get loot and XP.
So the 2nd level commoner, who wants to get past a toll guard for free, would attack with the "we are all in the same boat" 1st level commoner ability and attempt to get the guard to see that they are both just folk. The 3rd level guard would resist using the 2nd level guard ability "I'm just following orders". Dice are rolled, both sides attack and defend. If the commoner gets the guards social life down to zero, he gets to pass for free and gets Confidence points and XP.. If the guard gets the commoner to zero social life first then they don't get to pass for free and gets Confidante points and loyalty points if "just following orders" and XP. And so on.....