CNN.com - Kids prefer video games over TV, toys

In this article, CNN explains how recent studies show that kids prefer video games over both television and toys. The obvious concern here is that it is a relatively passive activity, at least compared to playing with toys (but probably more active than simply watching television). I've also seen articles that say that the video game industry outsells Hollywood movie tickets, that as entertainment, it's become a major force. Any opinions here on how to use this trend to a parental advantage? How to find games that can inspire, educate, and stimulate the imagination? How to demand that companies create games that do just that? Please add your comments!