I agree, generally.
I don't think it's terrible to start at what you are, but I think far to manny people stop there. They play an elven warblade, or human warlock and that's it.
When I make a character, it's very important for me to decide at one point who it is I'm playing. What does he believe in? How did he come to be who he is.
But I'm pretty much the only one in our group. One is just now picking it up, playing his human Shugenja also as the merchant he is through his family tradition.
But that's it, the other three are pretty much playing blank slates with a race/class tag on them and maybe a "cool" quirk.
However, I'm not sure I should condem it. It seems to be the way they enjoy the game and while I'd prefer things where different, it doesn't destroy my gaming.
I also don't think it's something new, or unique to D&D. I've seen it in some other systems (though those where d20 as well) and I've seen it in my earliest days of gaming, that, while it was D&D 3rd edition, had only the good old core classes and races and no PrC's.